ABSTRACT
In the previous chapter, consumers were categorized by a cluster analysis with knowledge content variables. Five so-called ‘cognitive categories’ 1, 2, 3, 4 and 5 were distinguished and paradigmatic green consumers were selected for each of these categories. The main purpose of this chapter is to profile consumers of the respective cognitive categories psychologically in terms of how they think about green consumption. The knowledge structure framework outlined in chapter 2 is drawn upon. Three different levels of cognition were discussed there:
• a knowledge content level that reflects what people actually know; • a cognitive operational level that reflects how knowledge is ‘used’ when
thinking goes on; • and a formatting level of cognition that reflects how the organization of
knowledge content and cognitive operations is underwired.
