How Categorisation Shapes the Attitude–Behaviour Gap in Responsible Consumption

Scholars have documented that many consumers have positive attitudes towards responsible products but do not consistently buy these alternatives. In this paper we present a new perspective, based on categorisation theory, to examine the attitude–behaviour gap. Through a qualitative study, we identify two dimensions that influence consumers’ categorisation of ethical products: (1) construing the decision as altruistic or self-interested and (2)...