ABSTRACT
In the previous chapter, green consumer behaviour was examined from a psychological perspective. Differences in thinking were discussed in terms of the knowledge content and subconscious cognitive activities that underlie the organization, development and application of knowledge. The idea of knowledge structure development was touched upon there: membership in the cognitive categories was interpreted as a reflection of different stages in a process of knowledge structure development or learning. This cognitive psychological view on green consumer thinking is extended in this chapter: it is related to the cognitive anthropological perspective on how successful learning occurs.
