Être un consommateur responsable représente un défi quotidien et il existe de nombreux obstacles à la mise en œuvre de comportements responsables. Des recherches antérieures ont souligné l’écart entre les attitudes pro-environnementales et les comportements effectifs, mettant en évidence les nombreux obstacles à l’adoption de comportements responsables. Cependant, celles-ci ne se sont pas encore penchées sur les transgressions des consommateurs qui adoptent des comportements responsables dans leur vie quotidienne. Pour combler cette lacune, notre recherche adopte une approche qualitative, basée sur des entretiens semi-directifs réalisés à l’aide de la technique de l’incident critique. Notre analyse a révélé plusieurs raisons pour lesquelles les consommateurs responsables transgressent leurs normes personnelles, et comment ces derniers gèrent ces « transgressions vertes ». Nous avons également établi une typologie des transgressions vertes du consommateur basée sur une double catégorisation : transgressions anticipées vs impulsives et transgressions répétitives vs exceptionnelles. Enfin, nous avons mis en évidence deux trajectoires de transgression verte du consommateur « cause(s) → transgression → conséquence(s) ». Les résultats de cette recherche offrent plusieurs contributions théoriques et implications managériales, notamment une discussion de la littérature sur le « green gap ».
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