How categorisation shapes the attitude-behaviour gap in responsible consumption

Scholars have documented that many consumers have positive attitudes towards responsible products but do not consistently buy these alternatives.

How categorisation shapes the attitude–behaviour gap in responsible consumption

Paolo Antonetti

Warwick Business School

Stan Maklan

Cranfield School of Management

Introduction

The market for responsible products, which comprises products and services that include pro-social features, is worth almost £50 billion in the UK alone (Harrison et al. 2005; Smithers 2011; Cervellon 2013). Scholars and practitioners researching this market, however, have found that many consumers who have positive attitudes towards responsible products do not translate their beliefs into consumption choices. This phenomenon is often called the ‘attitude–behaviour gap’ (Carrigan & Attalla 2001; Chatzidakis et al. 2007).

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