KEY WORDS: actual behavioural control, consumer ethics, ethical consumerism, implementation intentions, intention-behaviour gap, perceived behavioural control, situational context, theory of planned behaviour, worddeed gap

Ethical consumerism is a burgeoning movement, yet ethically-minded consumers rarely purchase ethically. Understanding obstacles to ethical consumption is limited. This study explores the underlying mechanics of the ethical purchase intention-behavior gap in the context of consumers' daily lives. The study employs multiple qualitative methods across multiple sites, explores the intention-behavior gap in observed modes of shopping behavior, and uses an interpretive approach. The analysis reveals four interrelated factors affecting the ethical intention-behavior gap: (1) prioritization of ethical concerns; (2) formation of plans/habits; (3) willingness to commit and sacrifice; and (4) modes of shopping behavior. Awareness of these four factors provides both strategic and tactical implications for marketing managers seeking to reach the elusive ethical consumer. Understanding and enhancing ethical consumptionclosing the gaphas positive outcomes for the future sustainability of economies, societies and environments.

legitimacy, stakeholder identification, stakeholder salience, power, urgency,

This article attempts to bring coherence to the diversity that characterizes organizational learning research. It argues that organizational learning is embedded in four schools of thought: an economic school, a managerial school, a developmental school, and a process school. The article provides a comprehensive analysis of the schools, describes how they differ from each other, and outlines how each of them can be employed effectively. To demonstrate the benefits of theoretical plurality, the four schools are applied to the key marketing topics of market orientation and new product development. Implications for future research in marketing are provided.

National origin has gained importance as a marketing tool for practitioners to sell their goods and services. However, because origin-image research has been troubled by several fundamental limitations, academia has become sceptical of the current status and strategic implications of the concept. The aim of this paper was threefold, namely, to provide a state-of-the-art review of origin-image research in marketing, develop and empirically test a new origin-image model and, present the implications of the study.