Ethical Consumption - attitudes, behavior, ethical consumption Essay

Ethical Consumption - attitudes, behavior, ethical consumption literature - Essay Example Thus due to the growing importance of ethical consumption it has become crucial for marketers to understand the meaning and the relation between ethical attitudes and behaviour. Ethical behaviour denotes the characteristics of honesty, dignity, diversity and equality in interpersonal and professional approaches (Darley & et. at., 2001). On the contrary, ethical attitude suggests the principles or morality of a human being (Cowan, 2006).In the backdrop of this, the essay intends to explain why attitudes may not always help to predict behaviour and why the attitude-behaviour gap might be so prevalent throughout the ethical consumption literature in particular. During the discussion the initial object is to define the theory of reasoned action. It can be asserted as a model of guessing the behavioural aim. In accordance with General liberal arts (2014), it can be asserted as person’s attitude always leads to a particular behaviour for a certain outcome. Theory of reasoned action relates with reflecting relationship between attitude and actual behaviour. According to this theory behaviour and intention for behaviour is the dependent variables, whereas attitude towards the behaviour and subject norms are independent variables (General Liberal Arts, 2014). A person’s intention to perform a particular behaviour is measured by the behavioural intention. It has been observed that attitudes and norms are not measured equally in predicting behaviour. Instead, it depends upon the individual person and the situation (Vallerand & et. at., 1991). These factors can put different effects on behavioural intention. Correspondingly, these fac tors are identified below. According to the theory of reasoned action, attitude is an outcome of collection of beliefs regarding a particular behaviour based on the evaluation of these beliefs. It can be best understand through an example. Correspondingly, it can be asserted