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Abstract Studies of green consumer behaviour, in particular purchasing and disposal, have largely focused on demographics and/or socio‐demographics, with mixed and frequently contradictory results. To move the debate forward, we investigated a wide range of 40 sustainability activities with 78 consumers, who placed each activity on a matrix according to perceived effort and perceived difference to the environment. Patterns both across respondents and between certain pairs of activities were identified, and we suggest that this model increases our understanding of how consumers view sustainable activities. Marketers can use this information to consider marketing strategies that positively influence consumers' perceptions of such activities. Copyright © 2006 John Wiley & Sons, Ltd and ERP Environment.
McDonald et al. (Wed,) studied this question.