Bridging the Green Attitude–Behavior Gap

This study examines the relationship between pro-environmental attitudes, behavioral intentions, and sustainable consumption, addressing the persistent gap between green attitudes and actual sustainable behaviors. Building on the Theory of Planned Behavior (TPB), the model incorporates perceived effectiveness and personal values as key predictors of intention. Study 1 involved 383 Italian adults who completed a battery of self-report measures assessing sustainable behaviors (Sustainable Behaviors Scale, SBS), intentions, personal values, attitudes, and perceived effectiveness. Study 2 included a subsample of 77 participants and examined the predictive validity of intentions using an observational behavioral measure (Behavioral Sustainability Performance Parameter, BSPP). Using a two-phase mixed-methods design, the study combines self-report measures with direct observations of purchasing behavior, offering a multi-layered view of sustainable consumption. Results show that behavioral intentions mediate the effects of attitudes, values, and perceived effectiveness on sustainable behaviors. However, while intentions strongly predict self-reported behaviors, their link to observed choices is more modest—highlighting the complexity of the attitude– behavior gap. The study emphasizes the role of perceived effectiveness in motivating action and highlights the value of combining subjective and behavioral data to enhance ecological validity. These findings offer practical insights for designing interventions that align internal motivations with supportive environmental contexts.