Examining the Challenges of Responsible Consumption in an Emerging Market

  • Fandy Tjiptono


Current literature on responsible consumption tends to focus on the developed country context and overlooks the importance of understanding the general consumer perspective. The present study examines three main challenges of responsible consumption in an emerging market, that is, responsible consumption segmentation, the attitude-behaviour gap phenomenon, and perceived readiness to be green. The findings show that consumers are not only in either a green or non-green segment. They assess different social responsibility dimensions with varying degrees of importance. Therefore, an understanding of different responsible consumption segments (truly responsible, latent responsible, spurious responsible, and irresponsible) may help marketers and policy makers to overcome the attitude-behaviour gap in sustainable consumption. Finally, perceived readiness to be green may play an important role as a predictor of green product purchase intentions.


Responsible consumption Attitude-behaviour gap Perceived readiness to be green 


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© The Author(s) 2018

Authors and Affiliations

  • Fandy Tjiptono
    • 1
  1. 1.School of BusinessMonash University MalaysiaBandar SunwayMalaysia

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