More and more companies market products that are assumed to be harmless for the environment. Firms pay a lot of money to position themselves as green companies, but there is a substantive gap between consumers’ attitudes toward green products and their consumption behaviour, the so-called attitude-behaviour gap. This research studies the four most important variables in the situational context that influence green product consumption behaviour. Also a hierarchy is created between the different variables, to uncover the impact of each individual variable. Furthermore, the differences are highlighted between the group with no intention at all to buy green products and the group with purchase intention. In this empirical research a realistic retail environment is developed.