“…Subsequently, research has supported the inclusion of further predictive variables to the Theory of Planned Behavior, such as self‐identity and ethical obligation (Shaw, Shiu, & Clarke, ). In the last few decades, Theory of Planned Behavior has been used to predict various behaviours, including physical activity (Armitage & Conner, ; Conner & Sparks, ; Godin & Kok, ), fat intake (de Bruijn, Kroeze, Oenema, & Brug, ; Paisley & Sparks, ); fruit and vegetable consumption (Bogers, Van Assema, Kester, Westerterp, & Dagnelie, ), healthy eating behaviour (Povey, Conner, Sparks, James, & Shepherd, ), academic integrity behaviour (Cronan, Mullins, & Douglas, ) and weight control (Netemeyer, Burton, & Johnston, ). Building on Theory of Planned Behavior, the current study attempts to test new variables, namely consumers’ perceived sense of responsibility and consumers’ perceived readiness to be green as an effort to explore the gap between attitude and behaviour in the context of green marketing.…”