The impact of green product lines on the environment : does what they know affect how they feel?

The literature examining the behaviour of environmentally conscious consumers has focused mainly on the examination of non‐product specific environmental knowledge and attitudes or environmental knowledge and attitudes in relation to single product lines. Employs the constructs of product‐line‐specific environmental knowledge and attitudes, that is knowledge of and attitudes towards the green products and their impact on the environment. Presents the results of an exploratory study examining the relationship between product‐line‐specific environmental knowledge and attitudes for multiple green product lines, testing hypotheses generated from the literature, utilizing a questionnaire measuring self‐reports of environmental knowledge and attitudes. The results show no direct relationship exists between product‐line‐specific environmental knowledge and attitudes, and that consumers do not simply believe that a green product is good for the environment without also knowing how the product impacts on the environment.