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Attitude and behaviour – a study of consumers’ explanations for the gap in between

Vejseli, Saranda LU and Persson, Johanna (2013) BUSN39 20131
Department of Business Administration
Abstract (Swedish)
The purpose with this study is to explore how consumers explain the attitude-behaviour gap in the field of environmental consumerism. For this qualitative research, constructionism as an ontological approach was chosen to reach the purpose. Further, phenomenological philosophy has been the interpretative approach and in order to reach rich and nuanced empirical material focus groups were chosen as the procedure for this research. From the study it can be concluded that four themes were prominent as explanations for the attitude-behaviour gap: price, lack of information, values and beliefs and marketing communication. The first two can to some extent be overcome through marketing communication, however they all indicate that lack of... (More)
The purpose with this study is to explore how consumers explain the attitude-behaviour gap in the field of environmental consumerism. For this qualitative research, constructionism as an ontological approach was chosen to reach the purpose. Further, phenomenological philosophy has been the interpretative approach and in order to reach rich and nuanced empirical material focus groups were chosen as the procedure for this research. From the study it can be concluded that four themes were prominent as explanations for the attitude-behaviour gap: price, lack of information, values and beliefs and marketing communication. The first two can to some extent be overcome through marketing communication, however they all indicate that lack of motivation is an explanation for the attitude-behaviour gap. (Less)
Please use this url to cite or link to this publication:
author
Vejseli, Saranda LU and Persson, Johanna
supervisor
organization
course
BUSN39 20131
year
type
H1 - Master's Degree (One Year)
subject
keywords
Attitude-behaviour gap, pro-environmental behaviour, green products, green consumption, environmental consumerism
language
English
id
3916870
date added to LUP
2013-07-29 13:52:33
date last changed
2013-07-29 13:52:33
@misc{3916870,
  abstract     = {The purpose with this study is to explore how consumers explain the attitude-behaviour gap in the field of environmental consumerism. For this qualitative research, constructionism as an ontological approach was chosen to reach the purpose. Further, phenomenological philosophy has been the interpretative approach and in order to reach rich and nuanced empirical material focus groups were chosen as the procedure for this research. From the study it can be concluded that four themes were prominent as explanations for the attitude-behaviour gap: price, lack of information, values and beliefs and marketing communication. The first two can to some extent be overcome through marketing communication, however they all indicate that lack of motivation is an explanation for the attitude-behaviour gap.},
  author       = {Vejseli, Saranda and Persson, Johanna},
  keyword      = {Attitude-behaviour gap,pro-environmental behaviour,green products,green consumption,environmental consumerism},
  language     = {eng},
  note         = {Student Paper},
  title        = {Attitude and behaviour – a study of consumers’ explanations for the gap in between},
  year         = {2013},
}