ABSTRACT
This study undertook a spirited journey through the mind of the green consumer, showing that cognitive research can produce insights that are both theoretically meaningful and practically relevant. It demonstrated that qualitative research into cognition can be conducted on a rigorous scientific basis, yielding interesting and valuable insights into the nature of understanding. For gaining an understanding of cognition, a traditional psychological framework was rejected. Instead, cognition was researched from a comprehensive cognitive psychological and a cognitive anthropological point of view. In that respect, the study returned to the origins of cognitive research, namely the ideas of Frederic Bartlett and Claude Lévi-Strauss.
