Attitude-Behavior Gap in sustainable consumer Research

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School of Business | Bachelor's thesis
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Date

2024

Department

Markkinoinnin laitos

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Mcode

Degree programme

Markkinointi

Language

fi

Pages

27

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Abstract

This thesis explores the attitude-behavior gap and the reasons for its persistence. I conduct a literature review on the subject and inspect the thoughts of critical scholars. The conclusion is that consumers might not hold enough agency to enact the change as conventional literature presumes. Instead, more attention should be directed towards societal structures that might act as barriers to sustainability.

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Thesis advisor

Kajalo, Sami

Keywords

sustainability, attitube-behavior gap, critical theory, psychoanalysis

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https://urn.fi/URN:NBN:fi:aalto-202501261829

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[kand] Kauppakorkeakoulu / BIZ