Transformations  in
Business & Economics

GREEN CONSUMPTION: THE GAP BETWEEN ATTITUDES AND BEHAVIOURS
Aiste Dirzyte, Ona Grazina Rakauskiene

ABSTRACT. Green consumption is a part of sustainable behaviour, which has been analysed from different perspectives, since it was understood that the future of the planet may depend on an accurate and thorough understanding of sustainable behaviour. Even though Lithuanian's Government puts some efforts to make sustainability a part of the state's culture and many sustainability promoting private and public initiatives are welcomed and supported lawfully as well as administratively, it is relevant to analyse the actual sustainability beliefs and behaviour in the society, as the attitudes might predict people's future behaviour, and behaviour analysis is important to forecasting the trajectories of development of society's quality of life. The presented study aims at evaluating Lithuanians' green consumption attitudes and behaviour. The study also intended to evaluate subjective wellbeing of respondents expressing different green consumption attitudes and behaviour in Lithuania (n=1002). Data analysis revealed that even though green consumption might be perceived as totally important, it will not necessarily affect consumers' behaviour. The explanation might lie in the economic factors as eco-friendly products are more expensive. However, this premise needs further investigation  .

KEYWORDS: sustainability, green, consumption, Lithuania.

JEL classification: D63, A14, I31, R20.