Exploring the Value-Action Gap in Green Consumption: Roles of Risk Aversion, Subjective Knowledge, and Gender Differences

Abstract

Concern for the environment is widespread and consumers generally hold favorable values toward green consumption; however, they often struggle to translate these values into actual green consumption behaviors. This so-called "green gap" has attracted much research interest in recent years, yet questions remain regarding the factors that may influence it and what form this influence takes. Taking the cognitive view in studying green consumption, we seek to shed light on the green gap by empirically testing the roles of risk aversion and subjective knowledge as potential moderators of the green value-action disparity. Proposing a moderated moderation model, we additionally explore the categorical interaction effect of gender differences with risk aversion and subjective knowledge in predicti