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Erschienen in: Journal of Business Ethics 2/2016

23.01.2015

Care and Commitment in Ethical Consumption: An Exploration of the ‘Attitude–Behaviour Gap’

verfasst von: Deirdre Shaw, Robert McMaster, Terry Newholm

Erschienen in: Journal of Business Ethics | Ausgabe 2/2016

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Abstract

In this paper we argue that greater attention must be given to peoples’ expression of “care” in relation to consumption. We suggest that “caring about” does not necessarily lead to “care-giving,” as conceptualising an attitude–behaviour gap might imply, but that a closer examination of the intensity, morality, and articulation of care can lead to a greater understanding of consumer narratives and, thus, behaviour. To examine this proposition, a purposive sample of self-identified ethical consumers was interviewed. Care is expressed by the study’s participants in a variety of ways and linked to behaviour through diverse patterns that includes consumption and abstention. We find significant correspondence between the academic literature on the ‘ethics of care’ and our participants’ articulation of their ethical consumption behaviours. We suggest, therefore, that a close understanding of an ethics of care among consumers is important both in providing insight into the attitude–behaviour gap challenge evident in the literature and to the continued development of an ethical consumption discourse.

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Fußnoten
1
We strongly resist, however, any suggestion or inference that our orientation necessarily precludes other explanations, or that our stance is somehow an advocacy of methodological individualism. For us, individuals are socially embedded, i.e. individuals are born into systems of institutions (social rules), such as language and marriage, which constrain, mould and enable those individuals. We readily recognise that individuals also have the potential to do likewise to institutions, i.e. they have the power to change institutions and, therefore, also partly enabling, constituting and constraining of institutions: institutions are embedded in the minds of individuals (Dolfsma et al. 2011; Hodgson 2003).
 
2
Tronto also recognises care receiving as a distinct phase, but this is of less relevance to the analysis we present here.
 
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Metadaten
Titel
Care and Commitment in Ethical Consumption: An Exploration of the ‘Attitude–Behaviour Gap’
verfasst von
Deirdre Shaw
Robert McMaster
Terry Newholm
Publikationsdatum
23.01.2015
Verlag
Springer Netherlands
Erschienen in
Journal of Business Ethics / Ausgabe 2/2016
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI
https://doi.org/10.1007/s10551-014-2442-y

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