The Sustainable Person – An Illusion? A Socio-Cultural Perspective on the Attitude-Behaviour Gap
(2020) BUSN39 20201Department of Business Administration
- Abstract
- Thesis purpose: The purpose of this study is to get a better understanding of the socio-cultural construction of the attitude-behaviour gap. By investigating this phenomenon with the help of Consumer Culture Theory, we aim to contribute to a more holistic picture of the attitude- behaviour gap, which up to now has mainly been investigated with psychological theories.
Methodology: We are guided by the ontology of relativism and tend towards social constructionism in terms of epistemology. Conducting qualitative research, we followed an abductive approach and carried out semi-standardized in-depth interviews. We analysed our data adhering to the three-step process of sorting, reducing and arguing proposed by Rennstam and Wästerfors... (More) - Thesis purpose: The purpose of this study is to get a better understanding of the socio-cultural construction of the attitude-behaviour gap. By investigating this phenomenon with the help of Consumer Culture Theory, we aim to contribute to a more holistic picture of the attitude- behaviour gap, which up to now has mainly been investigated with psychological theories.
Methodology: We are guided by the ontology of relativism and tend towards social constructionism in terms of epistemology. Conducting qualitative research, we followed an abductive approach and carried out semi-standardized in-depth interviews. We analysed our data adhering to the three-step process of sorting, reducing and arguing proposed by Rennstam and Wästerfors (2018).
Theoretical perspective: In the analysis of our empirical data we apply theories and concepts of Consumer Culture Theory. We hereby focus on the concepts of habitus, cultural capital, consumers as identity seekers and makers, and the role of impression management.
Empirical data: We conducted a total of 12 semi-standardised in-depth interviews, using a guide of open-ended questions. We divided our participants into three groups à four people, each with a different level of commitment to sustainability.
Findings/conclusions: Overall, we identified two main factors that contribute to the construction of the attitude-behaviour gap from a socio-cultural perspective, namely (1) a conflict with the self and (2) a conflict with the social environment. Furthermore, we note that from a postmodern perspective, the existence of the attitude-behaviour gap as such must be questioned. Therefore, we introduce the multiple-identity tension as a new concept that can explain irregularities in sustainable behaviour.
Practical implications: It is crucial for marketers to not only focus on a product itself but on the broader context their consumers find themselves in. By helping consumers to establish sustainable habits as well as by instituting sustainable behaviour as a social norm, sustainability in society can be promoted. Thus, attitude-behaviour gaps and multiple-identity tensions can at least be partially overcome by focusing on their socio-cultural construction. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9014966
- author
- Oellrich, Mareike Johanna LU and Prechtl, Katharina LU
- supervisor
- organization
- course
- BUSN39 20201
- year
- 2020
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Attitude-behaviour Gap, Consumer Culture Theory, Socio-cultural Perspective, Sustainability, Green Consumption
- language
- English
- id
- 9014966
- date added to LUP
- 2020-07-08 10:47:45
- date last changed
- 2020-07-08 10:47:45
@misc{9014966,
abstract = {{Thesis purpose: The purpose of this study is to get a better understanding of the socio-cultural construction of the attitude-behaviour gap. By investigating this phenomenon with the help of Consumer Culture Theory, we aim to contribute to a more holistic picture of the attitude- behaviour gap, which up to now has mainly been investigated with psychological theories.
Methodology: We are guided by the ontology of relativism and tend towards social constructionism in terms of epistemology. Conducting qualitative research, we followed an abductive approach and carried out semi-standardized in-depth interviews. We analysed our data adhering to the three-step process of sorting, reducing and arguing proposed by Rennstam and Wästerfors (2018).
Theoretical perspective: In the analysis of our empirical data we apply theories and concepts of Consumer Culture Theory. We hereby focus on the concepts of habitus, cultural capital, consumers as identity seekers and makers, and the role of impression management.
Empirical data: We conducted a total of 12 semi-standardised in-depth interviews, using a guide of open-ended questions. We divided our participants into three groups à four people, each with a different level of commitment to sustainability.
Findings/conclusions: Overall, we identified two main factors that contribute to the construction of the attitude-behaviour gap from a socio-cultural perspective, namely (1) a conflict with the self and (2) a conflict with the social environment. Furthermore, we note that from a postmodern perspective, the existence of the attitude-behaviour gap as such must be questioned. Therefore, we introduce the multiple-identity tension as a new concept that can explain irregularities in sustainable behaviour.
Practical implications: It is crucial for marketers to not only focus on a product itself but on the broader context their consumers find themselves in. By helping consumers to establish sustainable habits as well as by instituting sustainable behaviour as a social norm, sustainability in society can be promoted. Thus, attitude-behaviour gaps and multiple-identity tensions can at least be partially overcome by focusing on their socio-cultural construction.}},
author = {{Oellrich, Mareike Johanna and Prechtl, Katharina}},
language = {{eng}},
note = {{Student Paper}},
title = {{The Sustainable Person – An Illusion? A Socio-Cultural Perspective on the Attitude-Behaviour Gap}},
year = {{2020}},
}