Explaining the Attitude-Behaviour Gap: why consumers say one thing but do another

What are the factors that moderate a consumer’s ability or will to enact their intentions?

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Do you feel guilty about buying discount school uniforms?

Summer price wars always spark controversy over ethical purchasing practices.

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What makes an ‘ethical consumer’ ethical? Do you have to buy 'ethical products' to be an 'ethical consumer?

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Consumers are known to say one thing but do another and this has been particularly the case on ethical issues.