A study of green movement perceptions and behavioural intentions

In this study, we discuss the development of an instrument to examine subjects' awareness of and intentions to behave in accordance with what has become known as the 'green movement'. Environmental friendliness and sustainability are the major concerns of green products, green manufacturing and service, and green organisations. Recent commentary in the literature has suggested that there may be 'disconnects' between subjects' expressed support of the movement and their behaviours and perhaps that the movement itself is becoming less powerful. In this study, we begin by discussing instrument design and development and then report initial findings for a group of subjects. We do, in fact, report possible 'disconnects' in several areas and suggest that the instrument may be useful in further examination of facets of the green movement.