This paper investigates the purchasing behavior of green consumers in the UK, focusing on consumer technology products. The study uses in-depth interviews with 81 self-declared green consumers to explore their decision-making processes. Key findings include: 1. **Barriers to Green Consumption**: - Lack of time for research and decision-making. - High prices of green products. - Insufficient information available on environmental and social performance. - Cognitive effort required for research and decision-making. - Strong non-green criteria influencing purchases. 2. **Facilitators of Green Consumption**: - Trust in certain information sources, labels, or organizations. - Availability of green products in mainstream retailers. - Guilt over non-green purchases. 3. **Green Consumer Purchasing Model**: - **Green Values**: Influence the motivation to pursue green criteria. - **Green Criteria Selection**: Consumers choose a few primary and secondary green criteria based on research and personal values. - **Barriers and Facilitators**: Consumers are influenced by both barriers and facilitators during the purchase process. - **Purchase Experience and Feedback**: Feedback from each purchase experience influences future purchases. 4. **Policy and Business Implications**: - Government, companies, and NGOs need to strengthen success factors for green consumers to close the attitude-behavior gap. - Education and information interpretation are crucial for developing strong green values. - Single-issue green labels and incentives can help consumers focus their efforts. - Coherent sustainable production and consumption policies are needed across government departments. The study highlights the need for more research to understand and address the challenges of sustainable consumption, particularly in the context of busy lifestyles and limited resources.This paper investigates the purchasing behavior of green consumers in the UK, focusing on consumer technology products. The study uses in-depth interviews with 81 self-declared green consumers to explore their decision-making processes. Key findings include: 1. **Barriers to Green Consumption**: - Lack of time for research and decision-making. - High prices of green products. - Insufficient information available on environmental and social performance. - Cognitive effort required for research and decision-making. - Strong non-green criteria influencing purchases. 2. **Facilitators of Green Consumption**: - Trust in certain information sources, labels, or organizations. - Availability of green products in mainstream retailers. - Guilt over non-green purchases. 3. **Green Consumer Purchasing Model**: - **Green Values**: Influence the motivation to pursue green criteria. - **Green Criteria Selection**: Consumers choose a few primary and secondary green criteria based on research and personal values. - **Barriers and Facilitators**: Consumers are influenced by both barriers and facilitators during the purchase process. - **Purchase Experience and Feedback**: Feedback from each purchase experience influences future purchases. 4. **Policy and Business Implications**: - Government, companies, and NGOs need to strengthen success factors for green consumers to close the attitude-behavior gap. - Education and information interpretation are crucial for developing strong green values. - Single-issue green labels and incentives can help consumers focus their efforts. - Coherent sustainable production and consumption policies are needed across government departments. The study highlights the need for more research to understand and address the challenges of sustainable consumption, particularly in the context of busy lifestyles and limited resources.