Bright and dark sides of green consumerism: An in-depth qualitative investigation in retailing context

This study aims to enhance the understanding of green consumption behavior dynamics by exploring the influencing factors, perceptions, motivators, barriers, and consequences of green consumerism. The study utilizes a qualitative approach, collecting data from 68 respondents from the USA and UK with the help of open-ended essays from a representative sample of informants recruited through the Prolific Academic to contrive an inductive understanding of (dynamics of) green consumption behavior using the grounded theory approach. The study employs the Stimulus-Organism-Response (S-O-R) framework as the theoretical underpinning to identify, categorize, and synthesize stimuli that shape consumer perceptions, the consumer being the organism processing the information about green consumption, and the consumers’ response, either adopting or averting green consumerism. The findings reveal a comprehensive view of influencing factors, customer perceptions, motivators, barriers, and pitfalls resulting from identified barriers. The study significantly advances the theoretical landscape of green consumption by utilizing the Stimulus-Organism-Response (S-O-R) framework to broaden the understanding of consumer perceptions and responses towards green consumerism while also making substantial contributions to the Behavioral Reasoning Theory (BRT) framework, identifying reasons that influence or deter green consumption behaviors. Our study provides valuable insights for policymakers to develop effective regulatory frameworks and policies to encourage sustainable consumer behavior. It offers guidance for marketers to adjust their strategies, focusing on transparency and authenticity to foster consumer trust and promote positive perceptions of green initiatives.