Green intention or green action? Bivariate studies on attitudes and purchase intentions towards sustainable packaging

Introduction The growing importance of environmental sustainability encourages both companies and consumers to adopt more environmentally conscious behavior. However, there is a significant gap between consumers’ positive environmental attitudes and their actual purchasing decisions – the “green gap.” This study examines the relationship between consumers’ green purchasing intentions and the actual implementation of green measures, with a particular focus on sustainable packaging. Methods Data collection was conducted through a quantitative online survey among Hungarian consumers ( n = 389). The questionnaire focused on participants’ attitudes towards environmentally friendly packaging, their self-reported green purchasing intentions and their actual behavior in shopping situations. Descriptive and inferential statistical analyses were used Descriptive and inferential statistical analyses were used to explore relationships and test hypotheses. Results The results confirm that consumers’ strong pro-environmental intentions often do not translate into action. The main barriers include price sensitivity, lack of product information and skepticism about companies’ green claims. Discussion Younger consumers and those with higher levels of environmental awareness are more likely to act in line with their sustainable intentions. The study concludes that bridging the green gap requires not only consumer education, but also clear and transparent corporate environmental communication. Furthermore, economic incentives and stronger trust in eco-labels can support behavior change. These insights contribute to both academic debates and the development of sustainable marketing and increasing the effectiveness of consumer engagement in practice.