In front of the complex relationship between attitude and green consumer behavior, this paper has the aim of investigating the role that explicit and implicit attitudes – measured with the Implicit Association Test (IAT) - could have in predicting the consumer choice of green products, by using time pressure as independent variable. First results, obtained with a laboratory experiment, conducted with a sample of 64 students of the University of Trieste, support the moderating role of time pressure in understanding the relationship between attitudes and purchasing decisions toward specific green products. They suggest that under time pressure condition both attitudes could be relevant on green choices.
