The attitude behaviour gap

Question 1

What is the attitude-behaviour gap?

Answer 1

Definition: The misalignment between consumers’ stated ethical concerns and their actual purchasing behavior.

Key Insight:
- Many consumers express a desire to buy ethically but fail to translate these attitudes into action at the point of purchase.

Reference: Shaw, McMaster & Newholm (2016): Despite ethical intentions, there is often a gap between what consumers say and what they do.

Key Takeaway: Understanding the attitude-behaviour gap is critical to addressing barriers in ethical consumption.

Question 2

Ethical consumer paradox

Answer 2

Definition: While a majority of consumers express concerns about ethical issues, only a small percentage act on these concerns.

Statistics (Lazzarini & de Mello, 2001):
- 89% of consumers indicate concerns about ethical issues.
- 30% consider these concerns when making purchase decisions.
- Only 3% consistently purchase ethical products.

Key Takeaway: The ethical consumer paradox highlights the challenge of converting ethical awareness into action.

Question 3

Challenges contributing to the gap

Answer 3

Key Barriers

1. Information Overload: Complexity of sustainability information can overwhelm consumers.
2. Ambiguity: Vague claims and unclear labeling hinder informed decisions.
3. Complexity of trade offs of ethical attributes (Hiller and Woodall, 2018). Should you buy the uk grown tomato or the organic tomato?
4. Limited Choices: Geographic, financial, or logistical constraints restrict access to ethical options.
5. Emotional Disconnect: Rational facts about sustainability fail to evoke emotional engagement.

Key Takeaway: The gap is influenced by both external barriers (availability, affordability) and internal ones (confusion, disconnect).

Question 4

Four factors influencing ethical alignment

Answer 4

Source: Carrington et al. (2014) identified key factors that determine whether ethical intentions are aligned with actual behavior:

1. Prioritization of Ethical Concerns:
   
   • Informed consumers focus on their primary ethical concerns to avoid decision paralysis.
2. Plans and Habits:
   
   • Pre-planned shopping helps translate intentions into action.
3. Commitment and Sacrifice:
   
   • Ethical consumption often requires financial or social sacrifices (e.g., higher prices, reduced convenience).
4. Modes of Shopping:
   
   • Pre-Meditated: Planned, deliberate actions align with primary concerns.
   • Effortful Decisions: Struggles at the point of purchase due to too many options.
   • Spontaneous Purchases: Tend to reflect secondary, less prioritized concerns.

Key Takeaway: Ethical behavior requires prioritization, planning, and a willingness to make sacrifices.

Question 5

Commitment and sacrifice in ethical consumption

Answer 5

Definition: Long-term commitment to ethical consumption often involves sacrifices in convenience, cost, and social acceptance.

Barriers to Commitment:
- Financial: Ethical products often cost more.
- Social: Perceived as unconventional, reducing social acceptance.
- Functional: Ethical alternatives may not match conventional options in perceived quality.

Key Insight: Commitment requires overcoming both mindset and practical barriers.

Question 6

Modes of shopping and ethical behaviour

Answer 6

Source: Carrington et al. (2014) identified three modes of shopping:
1. Pre-Meditated:
- Effortless, habitual purchases based on prior planning.
- Most aligned with primary ethical concerns.
2. Effortful Decisions:
- In-depth consideration of options at the point of purchase.
- Commonly influenced by confusion or overload.
3. Spontaneous Purchases:
- Unplanned and influenced by situational factors.
- Least aligned with ethical intentions.

Key Takeaway: Planning and habit formation are crucial for consistent ethical consumption.

Question 7

Criticisms of the Attitude-Behaviour Gap

Answer 7

Key Critiques (Carrigan & Bosnagit, 2016):
- The focus on the gap shifts blame onto consumers, ignoring the role of corporations and market structures.
- Ethical consumption is constrained by:
- Consumer Sovereignty: Limited choices offered by corporations.
- Systemic Inequalities: Ethical options are often inaccessible to low-income groups.

Key Insight: Closing the gap requires addressing systemic factors, not just consumer attitudes.

Question 8

Key challenges: Are consumers ‘locked in’?

Answer 8

Source: Jackson (2005): Consumption patterns are deeply embedded in habits, social norms, and structural barriers.

Lock-In Factors:
1. Habits: Established routines that resist change.
2. Social Norms: Pressure to conform to societal expectations.
3. Restricted Choices: Limited availability of ethical alternatives.
4. Inequality: Economic constraints make ethical consumption inaccessible for many.

Key Takeaway: Overcoming the attitude-behaviour gap requires systemic changes to enable ethical choices by default.

Question 9

Moving toward responsible consumption

Answer 9

Strategies to Close the Gap (Verplanken & Wood, 2006):
1. Eliminate Barriers: Improve accessibility and affordability of ethical products.
2. Incentives: Create incentives for sustainable consumption.
3. New Narratives: Promote alternative ideas of pleasure and the “good life” that emphasize sustainability.

Key Insight: Closing the gap requires making ethical choices easier, more affordable, and more appealing.