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Factors_Impeding_Ethical_Consumption.pdf
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🔗 Source: eprints.bournemouth.ac.uk
📊 Size: 72 KB
👤 Author: Jeff Bray
⬇️ Downloads: 107

Summary

Consumers' intentions to consume ethically often do not translate into actual purchase behavior, resulting in an "ethical purchasing gap" or "attitude-behaviour gap". Despite growing sales of ethical goods, they still represent less than 6% of the overall consumer market. Factors impeding ethical consumption include inertia, personal constraints, perceived negative impact on image or quality, and cynicism about individual impact. Existing decision-making models, such as Hunt and Vitell's General Theory of Marketing Ethics and the Theory of Planned Behaviour, provide some insight but do not fully explain the gap. A new model is suggested, incorporating exogenous variables like moral maturity and age, as well as additional factors identified through focus group discussions.

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Consumers' intentions to consume ethically often do not translate into actual purchase behavior, resulting in an "ethical purchasing gap" or...

Technical Information

  • File Format: PDF
  • File Size: 72 KB
  • Pages: 17
  • Language: EN
  • Author: Jeff Bray
  • Total Downloads: 107
  • Last Updated: 5 hours ago

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