Beliefs and attitudes toward buying unleaded gasoline, colored bathroom tissue, no-return containers, and high phosphate detergents were measured among 82 female consumers and compared to their reported purchase of the products. Most respondents reported no normative pressure to buy or not buy these products, nor would they be motivated to comply with it if they did. The correlations between one's own attitude toward buying and reported buying were significant (p < .01) and varied little by products (r = .31, .33, .34, and .31 respectively for unleaded gasoline, colored bathroom tissue, no-return containers, and high phosphate detergents).
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