2.4 The Gap between Customers’ Actual Behaviour and Attitude
Despite there are studies show that high environmentally concerned customers are willing to engage in ethical purchasing, some researches reveal an opposite result (Kalafatis et al., 1999). Since ethical intention does not necessary converted into actual behaviour (Vantomme et al., 2006), it cause a ‘gap’ between them. This is a very important issue regarding to ethical consumption as many scholars seem to be very interest and try to develop models to understand this phenomenon and find the way to close this gap (e.g. Bray et al., 2011; Kalafatis et al., 1999; Chan & Lau, 2002).
Some may examine on factors that influence ethical consumption intention (Kalafatis et al., 1999) while some may proposed a model to investigate on customer ethical awareness, motivation, and their actual behaviour (Valor, 2007). One of the most prominent model using in this area is Theory of Planned Behaviour (TPB) by Ajzen (1991) as it seems to be a core conceptual framework for many studies (De Pelsmacker & Janssens, 2007). …show more content…
Therefore, as pointed out by new model, attitudes, subjective norm, and abilities to control the situation (also known as Perceived Behavioural Control, PBC) will have an effect on customer’s intention forming process as shown in figure
Despite there are studies show that high environmentally concerned customers are willing to engage in ethical purchasing, some researches reveal an opposite result (Kalafatis et al., 1999). Since ethical intention does not necessary converted into actual behaviour (Vantomme et al., 2006), it cause a ‘gap’ between them. This is a very important issue regarding to ethical consumption as many scholars seem to be very interest and try to develop models to understand this phenomenon and find the way to close this gap (e.g. Bray et al., 2011; Kalafatis et al., 1999; Chan & Lau, 2002).
Some may examine on factors that influence ethical consumption intention (Kalafatis et al., 1999) while some may proposed a model to investigate on customer ethical awareness, motivation, and their actual behaviour (Valor, 2007). One of the most prominent model using in this area is Theory of Planned Behaviour (TPB) by Ajzen (1991) as it seems to be a core conceptual framework for many studies (De Pelsmacker & Janssens, 2007). …show more content…
Therefore, as pointed out by new model, attitudes, subjective norm, and abilities to control the situation (also known as Perceived Behavioural Control, PBC) will have an effect on customer’s intention forming process as shown in figure