Inside the Green Mind

Beschreibung

This book explores the intricate dynamics of sustainable consumption, focusing on the gap between consumer perceptions and actual impact. Despite widespread endorsement of sustainability, high-impact behaviors remain underadopted and misperceived. Through a unique blend of systematic literature review, qualitative interviews, and a comprehensive survey of the Italian population, the authors investigate the barriers and drivers of sustainable consumption. They pay particular attention to the perceived impact and sacrifices associated with transformative shifts in consumption patterns, offering a nuanced understanding of sustainable decision-making.

Key concepts include consumer misperceptions, behavioral barriers, and the cultural narratives shaping sustainability discourses in Italy. The authors provide original insights into the psychological traits influencing sustainable choices, making this book a must-read for those interested in aligning consumer behavior with high-impact sustainable practices. By uncovering the misalignments between intentions and behaviors, the book contributes to climate action debates and offers actionable insights for policymakers and practitioners.

Ideal for scholars, educators, and policymakers, this book is a valuable resource for anyone interested in promoting effective climate engagement strategies. It is particularly relevant for those in marketing, consumer behavior, psychology, and environmental studies, offering evidence-based insights to lower perceived barriers and encourage high-impact behaviors.

Ludovica Serafini is a post-doctoral researcher at the University of Salento, Lecce, Italy. Her main research interests include consumer behaviour, sustainable consumption, as well as the cognitive, emotional, and contextual factors shaping responsible consumer choices, with a growing interest in human–AI interaction and technology-mediated consumption.

Alessandro M. Peluso is Full Professor of Business Management at the University of Salento, Lecce, Italy. He is also Adjunct Professor of Sustainable Marketing at LUISS Guido Carli University and Adjunct Professor of Marketing Research at LUISS Business School (Rome). His research interests are in marketing with a focus on social communication, elderly consumer behavior, and sustainable consumption.

This book explores the intricate dynamics of sustainable consumption, focusing on the gap between consumer perceptions and actual impact. Despite widespread endorsement of sustainability, high-impact behaviors remain underadopted and misperceived. Through a unique blend of systematic literature review, qualitative interviews, and a comprehensive survey of the Italian population, the authors investigate the barriers and drivers of sustainable consumption. They pay particular attention to the perceived impact and sacrifices associated with transformative shifts in consumption patterns, offering a nuanced understanding of sustainable decision-making.

Key concepts include consumer misperceptions, behavioral barriers, and the cultural narratives shaping sustainability discourses in Italy. The authors provide original insights into the psychological traits influencing sustainable choices, making this book a must-read for those interested in aligning consumer behavior with high-impact sustainable practices. By uncovering the misalignments between intentions and behaviors, the book contributes to climate action debates and offers actionable insights for policymakers and practitioners.

Ideal for scholars, educators, and policymakers, this book is a valuable resource for anyone interested in promoting effective climate engagement strategies. It is particularly relevant for those in marketing, consumer behavior, psychology, and environmental studies, offering evidence-based insights to lower perceived barriers and encourage high-impact behaviors.

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Ludovica Serafini

Themen in »Inside the Green Mind«

how individuals can contribute to climate action Sustainable decision making sdg 13 urgent action against climate change consumer's misconceptions sustiainable consumption behaviours sdg 12

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“A must-read for scholars and practitioners alike: this book combines qualitative and quantitative insights to show how everyday decisions, from small routines to significant lifestyle choices, collectively shape the path toward environmental sustainability, providing both rigorous evidence and practical guidance for fostering high-impact behavioural change.” (Prof. Carmen Donato, PhD - Associate Professor of Management - Università degli Studi Roma Tre, Italy)

“Inside the Green Mind’ offers an evidence-based lens on the “attitude-behavior gap”, a persistent barrier to sustainability. Drawing on rigorous research, the authors deliver a novel suite of strategies and provide a powerful reminder that every step we take paves the way for a greener future.” (Prof. Giovanni Pino, PhD - Associate Professor of Business Management, “G. d’Annunzio” University of Chieti-Pescara, Italy)

“Inside the Green Mind synthesizes prior findings in sustainable consumption with robust empirical evidence to deliver clear, actionable implications for research and policy. By combining in-depth qualitative interviews with quantitative survey evidence on behaviours in the energy and food domains, the authors offer a compelling multi-method perspective that strengthens both the rigour and real-world relevance of their conclusions. Equally valuable is the book’s matrix framework, which maps sustainable behaviours along perceived impact and perceived sacrifice, providing a useful tool for conceptualizing sustainable behaviour types and tailoring policy and intervention strategies to the distinct barriers each type entails.Highly recommended for academics, practitioners, and students interested in sustainable consumption.” (Prof. Yeonjin Sung, Assistant Professor of Marketing - Sogang Business School, Sogang University, Seoul, South Korea)

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