| Markets for ethical products are seemingly faced with an inherent flaw, namely the so-called attitude-behaviour gap. The gap implies that when consumers indicate preferences for ethical products only a minor part actually walk their talk. In response, an extensive literature has developed that attempts to either explain the inconsistency or develop ways of bridging the gap. Despite all these efforts, however, the field of ethical consumption continuous to be riddled with the problem: the gap persists! In this article, instead of treating the gap as a fact to be managed, we suggest that the attitude-behaviour gap emerges as a consequence of a set of theoretical assumptions which are embedded in an neoliberal discourse and which articulate values as... |
