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Practice what you preach!?: A study of the gap between attitude and behaviour towards organic milk
Linköping University, Department of Management and Engineering.
Linköping University, Department of Management and Engineering.
2009 (English)Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesisAlternative title
Lev som du lär!? : En studie av gapet mellan attityd och beteende mot ekologisk mjölk (Swedish)
Abstract [en]

The trend of environmentally friendly consumption permeates our whole society and the general attitude towards the consumption of it is strongly positive. However, the existence of an attitude-behaviour gap became clear to us since the actual green consumption does not reflect the positive attitude. In this thesis focus is on one specific product - organic milk. Therefore, the purpose of this thesis is to explain the dissonance between attitude and behaviour towards organic milk. In order to reach our purpose we chose to perform a pilot study targeting students at the University of Linköping. Both qualitative and quantitative methods have been used in the collection of data. It has been done using a survey and interviews. We were able to establish the existence of an attitude-behaviour gap towards organic milk amongst students at the university, and that this gap in fact arises before an intention to buy organic milk is even formed. Since a behavioural intention is not formed, an actual corresponding behaviour will not occur. The attitude-behaviour gap is explained by the fact that other factors than attitude influence the formation of the intention. In this case the factors strongly counteracting the attitude are consumer habits, social influence, to what extent the consumer feels an ethical obligation to buy organically and whether the consumer identifies herself with the issue. Together, these factors are so strong that they succeed in neutralizing the positive attitude.

Abstract [sv]

Dagens moderna samhälle genomsyras av en stark trend att konsumera miljövänligt och den allmänna attityden gentemot detta sätt att konsumera är starkt positiv. Dock blev det tydligt för oss att en dissonans mellan attityd och beteende finns, då den faktiska konsumtionen inte speglar den positiva attityden. I denna uppsats läggs fokus på konsumtionen av en specifik produkt, ekologisk mjölk. Därmed blir syftet med uppsatsen att förklara den dissonans som uppkommer mellan attityd och beteende vad gäller konsumtionen av ekologisk mjölk. För att uppnå vårt syfte valde vi att utföra en pilotstudie på studenter vid Linköpings universitet. Både kvantitativa och kvalitativa metoder i form av en enkätundersökning och intervjuer har använts i insamlandet av empirisk data. Vi kunde fastställa att det finns en dissonans mellan attityd och beteende mot ekologisk mjölk bland studenterna på universitet, och även att dissonansen uppkommer redan innan en intention att köpa har bildats. Detta attityd-beteende gap förklaras av att andra faktorer än attityd spelar in i bildandet av intentionen. I detta fall motverkas den starkt positiva attityden av faktorer såsom konsumentens vanor, social påverkan, graden av upplevd etisk förpliktelse mot att köpa ekologiskt och huruvida konsumenten idenfierar sig med frågan. Dessa faktorer är så pass starka att attitydens effekt neutraliseras och gapet uppstår.

Place, publisher, year, edition, pages
2009. , 53 p.
National Category
Economics and Business
Identifiers
URN: urn:nbn:se:liu:diva-53041ISRN: LIU-IEI-FIL-G--09/00346--SEOAI: oai:DiVA.org:liu-53041DiVA: diva2:286529
Presentation
(English)
Uppsok
Social and Behavioural Science, Law
Available from: 2010-01-14 Created: 2010-01-14 Last updated: 2010-01-14Bibliographically approved

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CiteExportLink to record
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