The environmental impact of consumers' buying and consumption behaviour is widely accepted. Yet, the high levels of environmental concerns do not necessarily translate into actual purchase behaviour. The need for a greater understanding of green attitudes and the behaviour gap is critical. This study explores the perceptions of being green from the consumer's perspective. It aims to gain some insights into why there is an attitude-behaviour gap. In particular, it examines the barriers to being green. Seven focus groups were conducted with consumers ranging in ages from 19-70. Several themes emerged from the data: green is not for everyone; the stigma of being green; green is not personal; cynicism and resistance.