How attitudes help to predict behaviour

Explain why attitudes may not always help to predict behaviour and why the attitude-behaviour gap might be so prevalent throughout the ethical consumption literature in particular

Ethical consumption has grown year-on-year over the last decade and is estimated to grow by as much as 40% by 2016 (Keynote, 2012), with the result that marketers need to understand the relationship between ethical attitudes and behaviour. Drawing on the academic literature relating to the relationship between attitudes and behaviour, you are required to explain why attitudes may not always help to predict behaviour and why the attitude-behaviour gap might be so prevalent throughout the ethical consumption literature in particular.

As a guide, you should attempt to include in your discussion:

1. Relevant attitude theory such as the Theory of Reasoned Action and the Theory of Planned Behaviour models (35 marks);
2. An explanation as to why attitudes may not always help to predict behaviour (25 marks);
3. An explanation as to why the attitude-behaviour gap might be so prevalent throughout the sustainable/ethical consumption literature (40 marks).