How categorisation shapes the attitudebehaviour 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).
With the development...