“…Th is is not the fi rst time scholars report that strong attitudes can overcome certain contexts (Guagnano et al, 1995) and with this fi nding I argue against the proponents of an A-B gap (Blake, 1999;Csutora, 2012;Gatersleben et al, 2002;Hoggett, 2013;Kollmuss and Agyeman, 2002;Whitmarsh et al, 2011;Wilson et al, 2013). Additionally, I align myself with scholars who argue that, essentially, the A-B gap is a measurement problem (Guber, 2013;Lertzman, 2013;Newhouse, 1990). In other words, there is no gap when a larger catchment of human concerns -like the multifaceted CCAMS belief construct -is considered in aggregate.…”