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 |
| _version_ | 1797246507144970240 |
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| author | Takumi Kato Maiko Shiozaki Yui Ikuma Ryosuke Ikeda Masaki Koizumi |
| author_facet | Takumi Kato Maiko Shiozaki Yui Ikuma Ryosuke Ikeda Masaki Koizumi |
| author_sort | Takumi Kato |
| collection | DOAJ |
| description | 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 real life. To resolve this discrepancy, there is a need to evaluate the main factors of a product comprehensively, but current literature is limited to ethical factors only. This study complements this knowledge with two surveys targeting the Japanese coffee market. In the first study, loyalty factors were examined using structural equation modeling. Positive effects were found for brand, product quality, and sales channels, with a negative effect only for ethical factors. In other words, the survey obtained responses that were not subject to social desirability bias. Hence, we conducted a demonstration to ensure that ethical factors are recognized as a value. The second study showed through a randomized controlled trial that the concept of product quality brought about by good working conditions on farms is more appealing than the concept of presenting poverty issues. |
| first_indexed | 2024-04-24T19:43:54Z |
| format | Article |
| id | doaj.art-2fb60237884445e8b3dd0c9bdf184488 |
| institution | Directory Open Access Journal |
| issn | 2435-0443 |
| language | Japanese |
| last_indexed | 2024-04-24T19:43:54Z |
| publishDate | 2024-02-01 |
| publisher | Japan Marketing Academy |
| record_format | Article |
| series | Maketingu rebyu |
| spelling | doaj.art-2fb60237884445e8b3dd0c9bdf1844882024-03-25T07:51:25ZjpnJapan Marketing AcademyMaketingu rebyu2435-04432024-02-015131010.7222/marketingreview.2024.001marketingreviewExamining the Mechanism of the Attitude-Behavior Gap in Ethical Consumption and the Concept of Creating Value from Ethical FactorsTakumi Kato0Maiko Shiozaki1Yui Ikuma2Ryosuke Ikeda3Masaki Koizumi4Senior Assistant Professor, School of Commerce, Meiji University, JapanCEO, Fairtrade Label Japan, JapanAssistant Manager, Corporate Business Development Division, NEC Corporation, JapanAssistant Manager, Corporate Business Development Division, NEC Corporation, JapanSenior Manager, Corporate Business Development Division, NEC Corporation, JapanAlthough 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 real life. To resolve this discrepancy, there is a need to evaluate the main factors of a product comprehensively, but current literature is limited to ethical factors only. This study complements this knowledge with two surveys targeting the Japanese coffee market. In the first study, loyalty factors were examined using structural equation modeling. Positive effects were found for brand, product quality, and sales channels, with a negative effect only for ethical factors. In other words, the survey obtained responses that were not subject to social desirability bias. Hence, we conducted a demonstration to ensure that ethical factors are recognized as a value. The second study showed through a randomized controlled trial that the concept of product quality brought about by good working conditions on farms is more appealing than the concept of presenting poverty issues.https://www.jstage.jst.go.jp/article/marketingreview/5/1/5_2024.001/_html/-char/enethical coffeesocial issuessocial desirability bias |
| spellingShingle | Takumi Kato Maiko Shiozaki Yui Ikuma Ryosuke Ikeda Masaki Koizumi Examining the Mechanism of the Attitude-Behavior Gap in Ethical Consumption and the Concept of Creating Value from Ethical Factors Maketingu rebyu ethical coffee social issues social desirability bias |
| title | Examining the Mechanism of the Attitude-Behavior Gap in Ethical Consumption and the Concept of Creating Value from Ethical Factors |
| title_full | Examining the Mechanism of the Attitude-Behavior Gap in Ethical Consumption and the Concept of Creating Value from Ethical Factors |
| title_fullStr | Examining the Mechanism of the Attitude-Behavior Gap in Ethical Consumption and the Concept of Creating Value from Ethical Factors |
| title_full_unstemmed | Examining the Mechanism of the Attitude-Behavior Gap in Ethical Consumption and the Concept of Creating Value from Ethical Factors |
| title_short | Examining the Mechanism of the Attitude-Behavior Gap in Ethical Consumption and the Concept of Creating Value from Ethical Factors |
| title_sort | examining the mechanism of the attitude behavior gap in ethical consumption and the concept of creating value from ethical factors |
| topic | ethical coffee social issues social desirability bias |
| url | https://www.jstage.jst.go.jp/article/marketingreview/5/1/5_2024.001/_html/-char/en |
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