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Question: Report: Breaching the gap between consumers intentions and behaviour.

Exploring the components of consumer attitudes and behaviour towards ethical products.
Mark received 82%

Degree in Business Management (HRM) (Class 2:1 obtained)

Answer: Executive Summary
This report seeks to answer the question asking whether there is such a thing as an ethical consumer, by questioning the attitudes and behaviours of consumers towards ethical products. According to Dekker and Van der Noll (2001), attitude is a person’s feeling of favourableness or unfavourableness towards an object, a person or situation. Attitudes cannot be observed. It is difficult to measure attitudes because they can easily be altered by learning, motivation and perception (Schiffman and Kanuk, 2004). However, attitudes can be inferred, e.g. when a consumer buys semi-skimmed milk instead of full-skimmed or profess positive intentions, the understanding will be that he has a positive attitude towards semi-skimmed milk. Therefore, this report looks into the inferred attitudes, to determine if these attitudes result in purchasing behaviour and if not, the reason w...(short extract)

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  • Subject: Business and Management
  • Course: Management
  • Level: Degree
  • Year: 1st
  • Mark: 82%
  • Words: 2581
  • Date submitted: December 29, 2017
  • Date written: November, 2015
  • References: Yes
  • Document type: Essay*
  • Essay ID: 8230

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