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All Journal YUME : Journal of Management
Febrianty, Salsa Prety
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Economics, Econometrics & Finance Health Professions Social Sciences

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When the Heart and Actions Diverge: The Mediating Role of Engagement in Bridging Cognitive Dissonance Between Environmental Attitudes and Green Behavior Febrianty, Salsa Prety; Atmoko, Waluyo Budi; Yulandari, Ariefah
YUME : Journal of Management Vol 8, No 3 (2025)
Publisher : Pascasarjana STIE Amkop Makassar

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.37531/yum.v8i3.10283

Abstract

This study investigates the mediating role of cognitive dissonance in the relationship between environmental attitudes and green purchasing behavior. While individuals often express positive attitudes toward environmental sustainability, a consistent gap remains between these attitudes and actual eco-friendly consumption practices. Through quantitative analysis of survey data, the research explores how cognitive dissonance may influence or disrupt the translation of pro-environmental attitudes into green purchasing actions. The findings suggest that cognitive dissonance significantly mediates this relationship, indicating that internal psychological conflict plays a key role in consumer decision-making within the green marketplace. Implications for environmental marketing and behavioral interventions are also discussed. Keywords: Cognitive Dissonance, Environmental Concern, Environmental Attitudes, Purchasing Behavior, Sustainable Consumption
Co-Authors Waluyo Budi Atmoko, Waluyo Budi Yulandari, Ariefah