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Abstract
Going green and sustainable has been a frustrating paradox to companies for decades. Consumers are often considered as the biggest hurdle to companies when going green and sustainable. Most consumers claim to be eco-friendly, but in actual fact their green consumption patterns are constrained by other priorities in life, reflecting an intention-action gap. This article, “The Elusive Green Consumer” by White, K., Hardisty, D. J., & Habib, R. (2019) inspires readers of the Harvard Business Review with a comprehensive insight into green consumption and sustainable behavior throughout its 17 pages.
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