Service Marketing/ Non-Profit Marketing/ Ethics
Critics argue that the value gap (difference between what consumers say they care about and what they actually choose to purchase) suggests that ethical consumption is not as important as consumers imply. There is much talk about the ethical consumer “myth’ as consumers often claim to be interested in purchasing ethically and socially responsible products yet sales figures for green products often do not exceed 5% total product sales in any one category with organic fruits and vegetables being the one exception. Traditional models use consumer attitudes to the environment as a predictor of ethically and socially responsible consumption behavior (ESRCB) but this yields mixed results in the literature; whereas this study suggests that sustainable lifestyle involvement (SLI) is a much stronger predictor of ESRCB. Findings confirm that the stronger the level of involvement with a sustainable lifestyle the greater the likelihood of exhibiting ESRCB.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Joseph-Mathews, Sacha and Bieak-Kreidler, Nicole, "Attitude versus Involvement: Predicting Ethically and Socially Responsible Consumption Behavior" (2013). Association of Marketing Theory and Practice Proceedings 2013. 54.