Green Consumption: Behavior and Norms

Developing more environmentally sustainable consumption and production systems depends upon consumers' willingness to engage in “greener” consumption behaviors. Research efforts have sought to identify, analyze, and understand the “green consumer.” Initial marketing and economics research, focusing on purchasing activities, has been complemented by research from fields such as industrial ecology and sociology, providing a more holistic picture of green consumption as a process. Much of the research has focused on areas with the greatest environmental impacts, namely peoples' homes and household management, their food choices and behaviors, and their transport behaviors for work, leisure, and travel. The…