This is an author-produced version of a paper published in Sustainable Development (ISSN 0968-0802, eISSN 1099-1719). This version may not include final proof corrections and does not include published layout or pagination. The paper investigates the purchasing process of green consumers in the UK, focusing on consumer technology products. Data was collected from 81 self-declared green consumers through in-depth interviews. A green consumer purchasing model is developed, highlighting the factors influencing their decisions. The paper concludes that incentives and single issue labels could help consumers focus their efforts. However, "being green" requires time and space in people's lives, which is often lacking in busy lifestyles. The study identifies barriers such as lack of time, high prices, lack of information, cognitive effort, and strong non-green criteria. Facilitators include green labels, specialist information, availability of green products, and guilt. The paper suggests that government, companies, and NGOs need to strengthen these factors to close the attitude/behaviour gap. It also recommends policies to promote sustainable production and consumption. The study highlights the importance of education, information, and incentives for green consumers. The findings suggest that green consumers can influence sustainable consumption but face significant challenges. The paper concludes that sustainable consumption requires a coordinated approach across government departments and that further research is needed to understand and support behaviour change towards sustainability.This is an author-produced version of a paper published in Sustainable Development (ISSN 0968-0802, eISSN 1099-1719). This version may not include final proof corrections and does not include published layout or pagination. The paper investigates the purchasing process of green consumers in the UK, focusing on consumer technology products. Data was collected from 81 self-declared green consumers through in-depth interviews. A green consumer purchasing model is developed, highlighting the factors influencing their decisions. The paper concludes that incentives and single issue labels could help consumers focus their efforts. However, "being green" requires time and space in people's lives, which is often lacking in busy lifestyles. The study identifies barriers such as lack of time, high prices, lack of information, cognitive effort, and strong non-green criteria. Facilitators include green labels, specialist information, availability of green products, and guilt. The paper suggests that government, companies, and NGOs need to strengthen these factors to close the attitude/behaviour gap. It also recommends policies to promote sustainable production and consumption. The study highlights the importance of education, information, and incentives for green consumers. The findings suggest that green consumers can influence sustainable consumption but face significant challenges. The paper concludes that sustainable consumption requires a coordinated approach across government departments and that further research is needed to understand and support behaviour change towards sustainability.