What is attitude
Karamoutsou 2024: A learned predisposition to behave in a consistently favourable or unfavourable manner with respect to a given object
Do attitude and behaviour align?
- Karamoutsou 2024: Due to ability; Due to lack of resources; Measurement problems; Social influence amongst others means that attitude towards a product do not align with behaviour of consumption of a product
what is the Attitude behaviour gap
- Zubin 2023: The space that occurs when the values (personal and cultural) or attitudes of an individual do not correlate with his or her actions or behaviour
What is the link between attitude and behaviour
theory of reasoned action
Zubin 2023: the theory of reasoned action says that consumers consciously evaluate the consequences of alternative behaviours, and then choose the one that will lead to the most favourable consequences
Four main components of theory of reasoned action
Zubin 2023
* Behaviour
* intention to behave
* attitude towards the behaviour
* subjective norm.
○ The subjective norm is the component that reflects the social pressures the individual may feel to perform (or avoid performing) the behaviour being contemplate
Theory of reasoned action and impact on Behaviour
- Zubin 2023: individuals beliefs about the behaviour and the evaluation of the possible main consequences will combine to produce an attitude about the behaviour whilst also considering other peoples opinions and the degree of how important public perception is.
- This will drive the individual will behave
- Assumes consumers perform a logical evaluation procedure for making decisions, which derives from attitudes
Theory of planned behaviour
- Zubin 2023: this model aims to predict behaviour based on conation. Overall attitude of behaviour is predicted by salient beliefs about the behaviour and its possible outcomes, and a subjective norm is determined by individuals beliefs about what friends and families would think, combined with motivation to comply with views of peers
- Trial of product is so much more powerful than advertising in forming impressions
- Does not matter if behaviour or attitude comes first
○ Not always consistent Can re-think attitude after consumption esp with fast-moving consumer goods
Example of the attitude- behaviour gap
Karamoutsou 2024: A 2019 poll conducted by the Harvard Business Review reveals that 65% of customers are willing to pay more for sustainability. However, only 26% of these customers are buying the green products they claim to value.
