The idea that implicit attitudes have a greater affect on green consumer behavior is interesting. We are often told how both explicit and implicit attitudes function together, but we are never told about one’s greater impact over the other. The idea that implicit attitudes better shape behavior makes sense, as implicit attitudes involve internal forces rather than expressed opinions. As such, to increase environment-friendly behavior, we need increase people’s internal sensitivity to environmental factors. A change in implicit attitudes would parallel a marked change in green consumer behavior.