Cultural Analysis of the Attitude-Behavior Gap: Unexpected Insights

Jenny Mish, University of Notre Dame, USA
Mainstream and “core” sustainability-oriented consumers are found to approach credibility issues differently, resulting in differing interpretations of three sustainability-related marketing strategies. Cultural interactions between these groups may help to explain the attitude-behavior gap, in which consumers claim to be more dedicated to environmental purchasing than their behavior shows.
[ to cite ]:
Jenny Mish (2011) ,"Cultural Analysis of the Attitude-Behavior Gap: Unexpected Insights ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.