Lost in translation: Exploring the ethical consumer intention–behavior gap

Abstract

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.

Understanding Ethical Luxury Consumption Through Practice Theories: A Study of Fine Jewellery Purchases

“…Bray et al (2011) identify seven factors which may contribute to consumer choices that are not aligned to their manifest ethical principles, namely price sensitivity (especially for frequently purchased items), personal experience (such as habit and lack of information about the consequences of their choices), ethical obligation (including the belief that one's actions are not enough to make a difference), lack of information about ethical choices, the perceived (lack of) quality of ethical goods, inertia in purchasing behaviour (which acts as a strong disincentive to change purchasing habits even when price is disregarded) and scepticism towards companies' corporate social responsibility claims. Carrington et al (2014) also demonstrate that four factors affect consumers' attitude-behaviour gaps, namely prioritisation of ethical issues (where primary ethical issues contribute to a sense of dissonance when non-ethical purchases take place), habits, readiness to commit to ethical consumption and types of purchasing behaviour.…”

“…Alex's account reveals prioritisation of ethical issues (Carrington et al 2014), and factors (e.g. shops without ethical diamonds or lacking in proof of traceability, time-consuming search process due to prioritisation of ethical concerns) which could have contributed to a consumer choice that was not aligned to Alex's manifest ethical principles (Bray et al 2011), if Alex were not so adamant about the importance of the conflict-free attribute (i.e.…”

“…To date, research on ethical consumption-herein defined as consumer choices that go beyond economic criteria and encompass moral beliefs about animal, people and environmental welfare (Bucic et al 2012)-has focused mainly on rational approaches to ethical decision-making (Shaw et al 2000(Shaw et al , 2006. Such research has also focused on the segmentation of green and ethical consumers (see Rettie et al 2012), measurement of green markets (The Co-operative Bank 2012), and explanations for the gap between consumers' ethical attitudes and their actual consumption behaviours (Boulstridge and Carrigan 2000;Carrington et al 2014;Chatzidakis et al 2007;Hassan et al 2015). Further, much research on sustainability and ethical consumption explores low-involvement, low-value product categories (Davies et al 2012).…”

“…Further, much research on sustainability and ethical consumption explores low-involvement, low-value product categories (Davies et al 2012). However, issues of sustainability and responsibility impact all industries (Achabou and Dekhili 2013), and consumers will consider ethical criteria in ways that vary across different product categories (Carrington et al 2014;Davies et al 2012;Janssen et al 2014). Therefore, it would be difficult to infer the extent to which ethical concerns are relevant to consumers' jewellery purchasing practices based on existing research.…”

Повышение Роли Консюмеризма В Формировании Торговой Политики Регионов

“…Анализ научных работ зарубежных исследователей (Carrington, Neville, Whitwell, 2014;Starr, 2009) показывает, что одним из направлений развития консюмеризма является энвайронментализм (этический консюмеризм, «зеленый» консюмеризм). Данное направление может быть отнесено к развитию социального предпринимательства в торговле (Иванов, Орлов, 2013).…”