RT Article
T1 Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers
JF Journal of business ethics
VO 97
IS 1
SP 139
OP 158
A1 Carrington, Michal J.
A1 Neville, Benjamin A.
A1 Whitwell, Gregory J.
A2 Neville, Benjamin A.
A2 Whitwell, Gregory J.
LA English
YR 2010
UL https://ixtheo.de/Record/1785640151
AB Despite their ethical intentions, ethically minded consumers rarely purchase ethical products (Auger and Devinney: 2007, Journal of Business Ethics 76, 361–383). This intentions–behaviour gap is important to researchers and industry, yet poorly understood (Belk et al.: 2005, Consumption, Markets and Culture 8(3), 275–289). In order to push the understanding of ethical consumption forward, we draw on what is known about the intention–behaviour gap from the social psychology and consumer behaviour literatures and apply these insights to ethical consumerism. We bring together three separate insights – implementation intentions (Gollwitzer: 1999, American Psychologist 54(7), 493–503), actual behavioural control (ABC) (Ajzen and Madden: 1986, Journal of Experimental Social Psychology 22, 453–474; Sheeran et al.: 2003, Journal of Social Psychology, 42, 393–410) and situational context (SC) (Belk: 1975, Journal of Consumer Research 2, 157–164) – to construct an integrated, holistic conceptual model of the intention–behaviour gap of ethically minded consumers. This holistic conceptual model addresses significant limitations within the ethical consumerism literature, and moves the understanding of ethical consumer behaviour forward. Further, the operationalisation of this model offers insight and strategic direction for marketing managers attempting to bridge the intention–behaviour gap of the ethically minded consumer.
K1 word–deed gap
K1 Theory of planned behaviour
K1 situational context
K1 perceived behavioural control
K1 intention–behaviour gap
K1 implementation intentions
K1 Ethical consumerism
K1 Consumer ethics
K1 Actual behavioural control
DO 10.1007/s10551-010-0501-6