Consumer Cooperation in Sustainability
The planet is under threat. Unless all stakeholders, that is governments, businesses, and consumers, become more environmentally friendly, some predict dire consequences for the earth and all those who inhabit it. While governments and businesses have a role to play, green consumer behavior is vital to the sustainability of the environment. Consumers have been shown to express increasing concern for the environment, but in many studies this concern has been found not to be matched by actions, a phenomenon labelled the green gap. This chapter describes a study that investigated the existence and extent of the green gap amongst a sample of South African adult consumers and sought to determine possible reasons for a lack of green behavior. Recommendations are made to marketers and policy makers to encourage consumer cooperation in environmental sustainability.