Studying the Attitudes-Behavior Gap in Ethical Consumerism: A review of Research

*Nindria Untarini scopus  -  Universitas Negeri Surabaya, Indonesia
Received: 21 Jun 2020; Revised: 11 Aug 2020; Accepted: 11 Aug 2020; Published: 30 Sep 2020; Available online: 30 Sep 2020.
DOI: https://doi.org/10.14710/jab.v9i2.31058 View
Studying the Attitudes-Behavior Gap in Ethical Consumerism: A review of Research
Subject attitude, behavior, ethical consumption, green product
Type Other
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Open Access Copyright 2020 Jurnal Administrasi Bisnis


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Abstract

The attitude of consumers who are pro-environment does not always lead to buying behavior on environmentally friendly products. Although consumers are regularly exposed to environmentally friendly product messages, this does not always have an impact on actual changes in behavior. To encourage understanding of consumer behavior of environmentally friendly products going forward, this paper aims to identify deeper the causes of attitude gaps - behavior and solutions to overcome them to obtain knowledge about integrated and holistic conceptual models related to consumer behavior gaps in the consumption of environmentally friendly products. This paper discusses the significant limitations in the consumption of environmentally friendly products and raises an understanding of consumer behavior of environmentally friendly products in the future. Furthermore, the operationalization of this model offers knowledge and strategic direction for marketing managers who seek to bridge the gap in consumer attitudes.

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Keywords: attitude, behavior, green product

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