The Intention-Behavior gap in Ethical Consumption: Mediators, Moderators and Consumer Profiles Based on Ethical Priorities

• Published in: Journal of macromarketing Vol. 42; no. 1; pp. 100 - 113
• Main Authors: Casais, Beatriz, Faria, Joana
• Format: Journal Article
• Language: English
• Published: Los Angeles, CA SAGE Publications 01.03.2022; SAGE PUBLICATIONS, INC
• Subjects: Consumers; Ethical consumerism; Ethics; ethical prioritization; ethical concerns; Ethical consumption; intention-behavior gap; ethical consumer segments

Ethical consumers do not always convert their beliefs into purchasing decisions and the impact of influencing variables on the intention-behavior (I-B) gap in ethical consumption remains unresearched. The answers of 364 respondents expressing their intentions regarding ethical consumption and of 346...