Intention to buy green products: Insights from customers' judgement on businesses

This article focuses on the social judgment theory and its application to examine consumer reactions to businesses. For businesses that apply green marketing strategies in their operations, consumer judgment has different characteristics, which moderates and alters the intention and behaviour of consuming green products. This study applied the documentary method, combining synthesis and evaluation to reveal that consumers often have psychological judgments about the reality of businesses that are implementing a sustainable development strategy.