The impact of knowledge and trust of green information between value-action gap

This study investigates how consumer values such as attitudinal formation factors (antecedents) lead to green behaviour intention through environmental information available to the customer. With the strengthening of problems related to the environment, a growing number of consumers are becoming to pressure on protection of the environment through sustainable consumption paradigm. This paper presents the results of a study conducted among 200 Sri Lankan consumers, focusing on green information that shapes consumer values and behavior. The findings revealed that environmental information has a significant positive influence on green consumer behaviour. However, consumers’ environmental values do not directly influence the environmentally significant behaviour of Sri Lankan consumers. In final analysis it is evident that consumers’ values have a very weak positive link with environmental information and environmentally significant behaviour, and the knowledge and trust on environmental information have implications on environmentally significant behaviour. The findings emphasis that consumers’ values are not sufficiently evolved as good predictors of green consumer behaviour in the Sri Lankan context. However, environmental information has the power to influence green consumer behaviour. Hence, marketers and policy makers should create an environment that is conducive to form environmentally sensitive green values in the years to come by developing environment based information strategies to sustain the green consumer behaviour.