Contemporary Issues in Consumer Research
Order Instructions:
This is an individual assignment and should be presented in an ESSAY style format with a word count of 2,500 words (word count excludes figures, tables, charts, appendices, list of references). The editorial requirements are: font Arial 12 and one and a half line spacing.
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:
• Relevant attitude theory such as the Theory of Reasoned Action and the Theory of Planned Behaviour models (35 marks);
• An explanation as to why attitudes may not always help to predict behaviour (25 marks);
• An explanation as to why the attitude-behaviour gap might be so prevalent throughout the sustainable/ethical consumption literature (40 marks).
• Critical evaluation of references, argument supported by references. Theories references from journals that are actually used
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