The third important attitude is the perceived level of responsibility of
corporations. The results suggest that consumers who are willing to spend
more for green products believe that firms do not act responsibly toward the
environment, whereas the opposite was observed for unwilling respondents.
Therefore, managers should persuade consumers that the protection of the
environment is not the sole responsibility of businesses and that each
individual can also make a difference. It is also of primary importance for
marketers to provide positive feedback to consumers on a regular basis in order
to show them that they really are making a difference. These actions would not
only reinforce proper behavior from green consumers, but could also motivate
less ecologically friendly individuals to behave in a more conscious manner.