Examining the Mechanism of the Attitude-Behavior Gap in Ethical Consumption and the Concept of Creating Value from Ethical Factors
Although consumers express their willingness to adopt ethical products, they rarely actually purchase such products. The reason for this attitude-behavior gap is that social desirability bias leads to positive attitudes in marketing surveys, while ambiguity of benefits leads to negative behavior in...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | Japanese |
| Published: |
Japan Marketing Academy
2024-02-01
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| Series: | Maketingu rebyu |
| Subjects: | |
| Online Access: | https://www.jstage.jst.go.jp/article/marketingreview/5/1/5_2024.001/_html/-char/en |