Today, global warming and environmental problems raise people’s environmental concern and enhance their environmental responsibility in their purchasing. While a number of researchers see environmental attitude as the best predictor of green purchase intention, in fact, there are evidences of gap between attitude and intention. Many people claim pro-environment attitudes and intentions but fail to act on them because of various internal and external moderators. This research provides a review of the literature regarding the environmental attitudes- green purchase intention gap in environmental consumerism and the moderating variables. Suggested internal and external moderators under which the attitude-intention relationship might be strengthened may include environmental involvement, perceived consumer effectiveness, willingness to pay more as well as the promotion of governments and enterprises and the availability of green products. Research findings are expected to enable firms to understand the green consumer by identifying factors that elaborate on the process of environmental consumerism.
