Who Says There is an Intention-Behaviour Gap? Assessing the Empirical Evidence of an Intention-Behaviour Gap in Ethical Consumption
Hassan, Shiu and Shaw examine whether there is a measurable gap between intention and behaviour in ethical consumption. They review studies built on the theories of reasoned action and planned behaviour that measured both intention and behaviour, find few such studies, and so conclude the evidence is limited for quantifying the gap. Their case study on ethical clothing buying found a large gap between intention and behaviour and tested whether planning and behavioural control reduce it. They call for longitudinal studies.
Hassan, Shiu and Shaw examine whether there is a measurable gap between intention and behaviour in ethical consumption. They review studies built on the theories of reasoned action and planned behaviour that measured both intention and behaviour, find few such studies, and so conclude the evidence is limited for quantifying the gap. Their case study on ethical clothing buying found a large gap between intention and behaviour and tested whether planning and behavioural control reduce it. They call for longitudinal studies.
Written from the abstract, university research record (Bangor University portal) with Crossref citation details, 2026-11-03.
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Hassan, L. M., Shiu, E., & Shaw, D. (2016). Who Says There is an Intention-Behaviour Gap? Assessing the Empirical Evidence of an Intention-Behaviour Gap in Ethical Consumption. Journal of Business Ethics, 136(2). doi:10.1007/s10551-014-2440-0 https://doi.org/10.1007/s10551-014-2440-0