Consumer attitudes towards green products in the fast-moving consumer goods category in Germany

Abstract

This paper examinesconsumer attitudes and buying behaviour regarding environmentally-friendly products in the Fast-Moving Consumer Goods sector in Germany to identify if there occurs an attitude-behaviour gap.It addresses thepotential role of the perceived price, perceived quality and credibility of green marketing claimsas moderatorsofthe attitude-behaviour relationship.The paper draws on data from a survey with a sample of 372participants. Theresultsrevealed positive attitudes toward green products, and the possibility of an attitude-behaviour gap,however, the moderating effects were insignificant. The findings underline the importance of further research on the gap between attitudes and behaviour in green purchasing.