The researcher role in the attitude-behaviour gap

Abstract

In the green consumer behaviour literature the attitude-behaviour gap is well-established. Studies show that although people condone environmentally friendly actions, their green attitudes do not necessarily translate into green behaviours. Even when green behaviours are reported, this is not borne out by sales figures or recycling rates. The attitude-behaviour gap has been debated across disciplines researching different aspects of green consumer behaviour, such as recycling, purchasing green energy, or household goods. Researchers have debated how attitudes and behaviours may be related or unrelated. Within the field of sustainable tourism researchers have used these ideas to investigate tourist attitudes and behaviours with respect to flying. Our research falls within this tradition. Data from two studies of the flying behaviour of green consumers have raised the question of whether researchers are erroneously equating attitudes with behaviour because of how questions are presented and data are interpreted. We contend that this may be contributing to the attitude-behaviour gap.