ABSTRACT
Green consumerism first emerged in the wake of the green revolution of the 1970s and the attention of growing segments of consumers on the environmental dimension of products and services. The goal of correlational studies was a segmentation of the market so as to identify the features of the typical responsible citizen, or at least to single out features that are common in individuals that are more likely to adopt sustainable behaviors. Sophisticated theoretical frameworks that illustrate the key determinants of sustainable behavior and their interactions, based either on a rational cognitive process or on an automatic response to cues. A preliminary definition of the object of analysis is crucial, as the literature on sustainable behaviors is full of contributions focusing on different types of activities and adopting different labels. Early attempts of analysis based on market segmentation according to socio-demographic or psychographic variables.
