Turning Shopping Habits of Young Consumers into Green

Consumers have strong shopping habits, and although being aware of sustainable issues, they hardly do green shopping. Therefore, a challenging question is: how to break the old shopping habits and turn those into green? The current study addresses this question looking at barriers and potential stimulators for green purchase. Respondents (n=267) participated in a multi-component survey. The results show that barriers in purchasing green are availability (e.g., money, time, green products), while receiving benefits (e.g., health, personal, local community) are among the stimulators. These outcomes are base to build-up efficient communication tools in encouraging green shopping.