Attitude Without Action-What Really Hinders Ethical Consumption

This study examines the attitude–behavior gap in the context of ethical fashion consumption. Based on the theory of planned behavior we conduct a comparative analysis of N = 1000 German consumers differentiated into two groups: (1) consumers showing an attitude–behavior gap and (2) consumers not showing a gap (ethical shoppers). A survey is employed including a best–worst scaling experimental methodology, and a logistic regression analysis is conducted to compare the relevance of previously identified ethical consumption barriers for consumers with and without an attitude–behavior gap. Our findings reveal that the majority of the previously attested barriers do not increase the likelihood of the attitude–behavior gap, and thus cannot be classified as purchase barriers. Additionally, we highlight the relevance of perceived social norms and a lack of personal benefit as important antecedents of the attitude–behavior gap. Our findings contribute to the ethical consumption discourse and general consumer research by differentiating the attitude–behavior gap both theoretically and empirically.