76(4), 361–383. 2005). Shaw, D., & Shiu, E. (2003). Research has shown that there is an attitude-behaviour gap when it comes to sustainable consumption. Boulstridge ‘‘ethical’’ consumer segment has catalyzed a field of research dedicated to investigating ethical consumerism. They argue that ‘care’ is treated as one of a number of variables (e.g., trust, reliability, quality etc.) Towards a Holistic Approach of the Attitude Behaviour Gap in Ethical Consumer Behaviours: Empirical Evidence from Spain, An Exploratory Study into the Factors Impeding Ethical Consumption. Thus, they ask, “why is it that our commitment to sustainable capitalism, green consumerism, and business sustainability prevails despite the compelling counter-arguments and despite the massive risk at stake?”. Heterotopian space and the utopics of ethical and green consumption. The key to bringing together supply and demand of tour-operator products is effective sustainability communication. Consumer behavior theories are explained. Oxford: Wiley. De Pelsmaker, P., Driesen, L., & Rayp, G. (2005). 2010) towards positive environmental and socio-economic outcomes. Sustainable consumption: Green consumer behaviour when purchasing products. For instance, in the context of Fair Trade consumption, Chatzidakis et al. Caruana, R. (2007b). Journal of Macromarketing, Does it pay to be good. Boulstridge and Carrigan 2000; Carrigan and Attalla 2001; Carrington et al. Techniques of neutralization: A theory of delinquency. ... nomenon of attitude-behaviour gap in sustainable fashion on basis of which it will Trudel, R., & Cotte, J. Willingness to pay for fair-trade coffee. Furthermore, the explanatory power of TRA and TRB in these studies varies significantly, from a mere R Hunt, S. D., & Vitell, S. (1986). 2010; They view this is an ethical stance of ‘tragic beauty’ and a refusal of Business Ethics and CSR to see the reality that ‘sustainable growth’ is an impossible notion. Transformational leadership and leaders’ mode of care reasoning. The role of ethical obligation and self-identity in ethical consumer choice. (2010). 2.2 Attitude- Behaviour Gap Attitude-behaviour gap of pro-environmental behaviour is a vital issue to be concerned in the efforts to increase sustainable consumption behaviour [15], [16] and [17]. Towards a Holistic Approach of the Attitude Behaviour Gap in Ethical Consumer Behaviours: Empirical Evidence from Spain 28(3–4), 494–515. Conclusions Malmo consumers have no attitude behavior gap regarding Also, the attitudes and behaviours of the young consumer, better known as Generation Y, will be scrutinized. 37(10), 1485–1498. the relationship between attitude and behavior regarding ethical consumption. Journal of Marketing Management, International Journal of Consumer Studies, The "gap" is challenging from … Michal J. Carrington. Consumer attitude and behaviour in the ethical fashion industry 4 purchase of ethical products (Auger and Devinney, 2007, p.361). Szmigin, I., Carrigan, M. & McEachern, M. G. (2009). (2014). A sociological perspective of consumption morality. 2011; Carrigan and Attalla 2001; Carrington et al. 97(1), 139–158. (2010, p. 141) argue, "the attitude behaviour or words-deed gap ... has been widely docu mented within both the social psychology field and the ethical consumption sub-field." Using depth interviews with 10 young urban consumers, findings reveal a clear and large gap between positive attitudes toward ethical fashion but no actual consumption of such fashion. Finally, the fourth paper takes a radically different and refreshingly provocative approach to extant notions of ethical consumption and CSR. 718–719). Journal of Socio-Economics, An assessment of ethical obligation and self-identity in ethical consumer decision-making: a structural equation modelling approach. 50, 537–554. Chatzidakis, A., Maclaran, P., & Bradshaw, A. Morality and consumption: Towards a multidisciplinary perspective. 8, 117–145. 47(2), 120–134. In this paper we argue that greater attention must be given to peoples’ expression of “care” in relation to consumption. to ethical consumer behaviour “minimal attention has been paid to the critical gap“ (Carrington et al., 2010, p. 154) so that there is little research focusing directly on the gap itself. ‘‘gap,’’ or inconsistency between consumer attitudes and their consumption behaviour (e.g. Gill, J. D., Crosby, A. L., & Taylor, J. R. (1986). Therefore, the aim of this study is to analyse the role of sustainability communication in the attitude–behaviour gap; little is known of theoretically and empirically. In doing so, they move the ethical consumption intention-behaviour gap from the narrow context of consumers into the broad context of well meaning business ethics scholars, corporate leaders, and governments, as well as consumers. A., & Whitwell, G. J. Altogether, Hassan et al.’s article points to a number of methodological and conceptual issues that “urge researchers to move beyond assessing intentions and to engage in research that would allow a more comprehensive assessment of the motivational pathway between words and deeds”. MIT Sloan Management Review, Bradshaw and Zwick contend that the field of Business Ethics—academic and practitioner—rests on a fundamental flaw: relying on capitalists and capitalism to save us from the devastating effects—environmental and social—of capitalism itself. Do what consumers say matter? In doing so, this thematic symposium undermines the simplicity of previous notions of the ‘attitude-behaviour gap’ to reveal the complex, socially embedded and contextual nature of ethics in consumption. Journal of Marketing Management, Thus, the focus of interpretive studies has been to explore socio-cultural influences that have allowed various genres or types of “ethical” consumption to emerge and the many tensions that are created in people’s daily lives over how to meet conflicting demands (Connolly and Prothero 2008). On the contrary, ethical attitude suggests the principles or morality of a human being (Cowan, 2006).In the backdrop of this, the essay intends to explain why attitudes may not always help to predict behaviour and why the attitude-behaviour gap might be so prevalent throughout the ethical consumption literature in … Hollway, W. (2007). Similarly, Shaw, McMaster and Newholm suggest that, though employed in consumer ethics studies, the concept of care is rarely defined. Rather than a focus on the attitude-behaviour gap in ethical consumption discussed in terms of the individualised flaws and internal moral shortcomings of consumers, it may be more pertinent to consider this gap as the expression of the systemic contradictions of contemporary capitalism. 17(2), 109–120. Auger, P., & Devinney, T. M. (2007). The value-action gap (also called the attitude-behavior gap, intention-behavior gap, KAP-gap (knowledge-attitudes-practice gap) or belief-behavior gap) is the space that occurs when the values (personal and cultural) or attitudes of an individual do not correlate to their actions. Journal of Consumer Behaviour, 113, 1–16. It summarises the current state of knowledge within the attitudinal and socio-cognitive research tradition by providing a systematic review of all studies that have focused on the Theory of Reasoned Action and Theory of Planned Behaviour—the most established attitudinal models—and have explicitly measured intention-behaviour rather than attitude-intention correspondence. Google Scholar. 50(2), 61–68. 2007; De Pelsmaker et al. (2007) argue that the consumption of refillable glass milk bottles can be linked with individual as well as collective identities that centre on feelings of community and nostalgia for Old England. There is a distinct lack of studies of into the ‘gap’ in the Irish context however. Journal of Consumer Behaviour, 40, pp. We also thank Thomas Maak, Journal of Business Ethics Special Issue Editor, for his continued support of this initiative. “Beyond the Attitude-Behaviour Gap: Novel Perspectives in Consumer Ethics”: Introduction to the Thematic Symposium, https://doi.org/10.1007/s10551-014-2444-9. Yet, even though consumers are ethically concerned, they rarely transform their intentions into a green purchasing behaviour—and this phenomenon is also evident in the sustainable fashion industry. Exploring “embodied care” in relation to social sustainability. Journal of Business Research, The Gap between Attitudes and Behaviour in Ethical Consumerism : Empirical Evidence from China @inproceedings{2013TheGB, title={The Gap between Attitudes and Behaviour in Ethical Consumerism : Empirical Evidence from China}, author={}, year={2013} } 6(5), 287–304. The second part of Hassan et al.’s paper presents findings from a TPB-based study that incorporates measures of intention and behaviour whilst also examining the role of additional mediating and moderating constructs, such as implementation intentions (Carrington et al. It signifies that consumer positive attitude towards green products does not alwaystranslate into action. The aligned purpose of the JBE Symposium and the ICCSR Conference stream is to provide a forum for scholars to expand our conception of ethical consumer “words”, “deeds”, and consumption contradictions, and to move beyond a simple and relatively unreflective observation of “attitude-behaviour gaps”. Some problems with social cognition models: A pragmatic and conceptual analysis. (2009) contend that “green consumerism” is a socially constructed concept, and that in everyday discourses and conversations there are many different translations of green consumerism and related identity constructions (e.g., “environmental hero” vs. “anarchist”). Autio, M., Heiskanen, E., & Heinonen, V. (2009). Similar processes have been observed in a variety of new social movements such as “new consumption communities” (e.g., Bekin et al. 2 of 0.0036 (Davies et al. You are currently offline. University of Melbourne, Melbourne, Australia, Royal Holloway, University of London, Egham, England, You can also search for this author in Therefore, it is not surprising that this phenomena is partly declared as attitude-behaviour gap (e.g. Previous studies have been employed to try and understand this gap which is commonly referred to in the literature as the attitude- behaviour gap or the ethical-purchasing gap. Journal of Business Ethics, Even if there has been an evolution and some changes in people’s sustainable consumption, especially in the food industry, some sectors still lag behind insofar as sustainability is concerned. Narratives of ‘green’ consumers—The antihero, the environmental hero and the anarchist. 2.1 Green products This study aims to understand the prevailing attitude‐behaviour gap and explores the barriers that constrain consumers in purchasing green apparel. Hove: Taylor & Francis. The current papers attempt the introduction of care ethics in two distinct yet interrelated ways. Consumer social responsibility (CnSR): Toward a multi-level, multi-agent conceptualization of the other CSR. Journal of Business Ethics, For instance, Autio et al. 1986), with an approximate 50 % or more of the variation in behaviour not being explained by intention alone. reports(1999) explained that ‘the gap between attitude and purchasing behavior’ is a phenomenon that actual purchasing rate of consumers who react to social responsibility is only 20%, and Roberts (1996) used the term ‘attitude gap’ in his research. 2010; Chatzidakis et al. The political rationalities of ethical consumption. During the last decades the encouragement of sustainable production has been the focus of research and policy makers under the implicit assumption that the observable increasing ‘green’ values of consumers would also entail a growing sustainable consumption. 2014). In this paper we present a new perspective, based on categorisation theory, to examine the attitude–behaviour gap. 27(3), 427–444. Through a qualitative study, we identify two dimensions that influence consumers’ categorisation of ethical products: (1) construing the decision as altruistic or self-interested and (2) perceiving the context of the behaviour as private or public. Students’ Attitude-Behaviour Gap MASTER THESIS WITHIN: Marketing NUMBER OF CREDITS: 30 Credits PROGRAMME OF STUDY: Civilekonom AUTHOR: Sanna Friberg & Filip Tu JÖNKÖPING May 2017 - and the Effect of Corporate Social Irresponsibility in the Seeking the coherent moral self: A process of alignment. 8(4), 413–429. In this More generally, it is the difference between what people say and what people do. Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between ethical purchase intentions and actual buying behaviour of ethically minded consumers. As the discrepancy between intention and actual buying behavior remains poorly understood (Carrington et al., 2014) and deserves serious attention (Gupta & Ogden, 2009), researchers have called for the studies of this weak relationship known as the ‘ethical purchasing gap’ (Nicholls & Lee, 2006). 2012). Defying marketing sovereignty: Voluntary simplicity at new consumption communities. 22(4), 424. Context-specific issues include lack of finance, time or appropriate product/brand information (e.g., labelling/brand image) or reluctance to change convenient shopping patterns (e.g., Shaw and Clarke 1999; De Pelsmaker et al. Caruana, R. (2007a). Numerous studies have reported … 2000; Shaw and Shiu 2002a, b, 2003), and “commitment and sacrifice” (Carrington et al. Journal of Business Ethics, Although public interest in sustainability increases and consumer attitudes are mainly positive, behavioral patterns are not univocally consistent with attitudes. 107(4), 473–484. 18(7), 560–578. Semantic Scholar is a free, AI-powered research tool for scientific literature, based at the Allen Institute for AI. Davies, J., Foxall, G. R., & Pallister, J. Taken-for-granted structures that naturalise particular logics and practices, obscure alternative possibilities. A., Canniford, R. (2012). Journal of Consumer Affairs, Bradshaw and Zwick draw together strands of contemporary philosophy, critical theory and psychological inquiry, in particular Zizek and Freud, to address this central research question. © 2020 Springer Nature Switzerland AG. 2012), underlining increased acceptance of ethical consumption as a multi-level, rather than micro-individual phenomenon (Caruana and Chatzidakis 2013). Green consumption: Life-politics, risk, and contradictions. Ogden, J. The purpose of this paper is to analyse two current trends in the fashion market: ethical issues and throwaway fashion, and probe the attitude-behaviour gap between them. 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