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    Unravelling the Attitude-Behaviour Gap Paradox for sustainable food consumption: insight from the UK apple market

    Yamoah, Fred and Acquaye, A. (2019) Unravelling the Attitude-Behaviour Gap Paradox for sustainable food consumption: insight from the UK apple market. Journal of Cleaner Production 217 , pp. 172-184. ISSN 0959-6526.

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    The remarkable progress made by the sustainable food industry as compared to the persistent small market share it holds, presents attitude-behaviour gap paradox which existing research is yet to address. The paper attempts to resolve this conundrum by addressing two key research objectives: Firstly, we draw on Campbell’s paradigm to develop a sustainable product purchase behaviour model by conceptualising and measuring behavioural difficulties in terms of behavioural inhibitors/promoters, which includes Past Purchase, Premium Pricing, and Product Availability and Product Variety barriers. Further to this, we establish the exact role of purchase behavioural inhibitors/promoters from the point of view of Campbell’s paradigm. This is achieved through analyses of actual behaviour data consisting of loyalty card data in the UK with a sample size of 1.8 million customers and supermarket shopper till receipt data in the UK. Evidence from the study established the existence of a sustainable product purchase inhibitor and promoter typology, which are critical to sustainable food purchase behaviour, but their degree of influence differ significantly. Our study subsequently, validates the Campbell’s paradigm theory since we were able to establish using the actual purchase behaviour data that indeed, the purchase inhibitors are what causes the so-called gap between claimed purchase behaviour and actual purchase behaviour. The study further highlights theoretical and managerial implications of the findings.


    Item Type: Article
    Keyword(s) / Subject(s): Sustainable Purchase Behaviour, Attitude-Behaviour Gap, Campbell’s Paradigm, Purchase Barrier/Promoter Typology
    School: School of Business, Economics & Informatics > Management
    Depositing User: Fred Yamoah
    Date Deposited: 25 Jan 2019 08:41
    Last Modified: 19 Jun 2021 20:33


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