[Webinar] A Fireside Chat with Datto’s CEO: Sustaining Momentum in the Current Climate

We all know it’s time to do things differently. It’s time to come up with a new way to manage our money. One that is inclusive and sustainable. One that takes into account our financial health, the planet’s health, and the health of our society.

Green consumption has become an important academic and practical topic. However, a recurring theme in the literature has been the attitude‐behavior gap in green consumption. Taking the cognitive view in studying consumer behaviors, this study theoretically developed and tested two key moderators to the relationship between green consumption intention and behavior, namely green product availability and perceived consumer effectiveness. Under high levels of the moderators, the relationship between the intention and the behavior were hypothesized to be stronger.