Breaking barriers: Navigating the stages of the green consumer journey

While previous research has identified barriers to green consumption, it has rarely examined how the intensity of these barriers evolves across different stages of behavioral change. This study investigates the barriers encountered by consumers of fast-moving consumer goods (FMCGs – low-cost, frequently purchased products) during the adoption of green consumption. Drawing on Innovation Resistance Theory and the Stages of Behavioral Change Model, it adopts a stage-specific perspective. Survey data from 579 UK respondents were analyzed using ANOVA and post hoc tests to assess variations in perceived barriers across change stages. The findings indicate that although most barriers gradually diminish as consumers progress, several remain particularly persistent. Price-related concerns emerge as the most enduring, remaining significant across all stages of change. Resistance rooted in traditional habits is especially strong at the earliest stages, while knowledge deficits persist across all stages, affecting consumers regardless of their experience with green consumption. Concerns about greenwashing, product quality, and trust in corporate sustainability claims also show minimal decline across stages. These results highlight the complexity of adopting sustainable practices and offer policymakers clear guidance for designing stage-specific interventions. Efforts should prioritize pricing strategies to address cost barriers at all stages. Educational initiatives are needed to reduce knowledge gaps that persist across all stages of change. For individuals at the earliest stages, targeted communication should aim to break traditional habits and stimulate initial behavioral shifts. Finally, building trust and countering skepticism about sustainability claims requires both regulatory measures and transparent communication.