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18-04-2017 | Originalbeitrag/Original article | Issue 3-4/2017

Sustainability Management Forum | NachhaltigkeitsManagementForum 3-4/2017

The empowered consumer

Investigating the attitude-behaviour gap phenomenon in the avoidance of plastic waste

Journal:
Sustainability Management Forum | NachhaltigkeitsManagementForum > Issue 3-4/2017
Authors:
Theresa Mühlthaler, Lars Rademacher

Abstract

The sphere of Consumer Social Responsibilty is of particular relevance considering the increasing environmental problems connected to consumers’ irresponsibility. Nevertheless, even responsible consumers often show a high divergence between attitude and behaviour regarding responsible consumption, the so-called Attitude-Behaviour-Gap. In this context, this article aims to advance the understanding of the social responsibility of consumers and the related Attitude-Behaviour Gap with its influencing factors. The review serves as the basis for a single source, cross-sectional survey which aims to assess the Attitude-Behaviour Gap affecting plastic bag consumption. The study reveals the existence of the gap and a statistically significant impact of various influencing factors. Based on the theoretical and empirical context, it can be concluded that the gap between attitudes towards sustainability and unsustainable behaviour is a crucial and complex area of research, which suggests the need for further and more extensive study.

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