Zaikauskaite, Laura;
Butler, Gemma;
Helmi, Nurul FS;
Robinson, Charlotte L;
Treglown, Luke;
Tsivrikos, Dimitrios;
Devlin, Joseph T;
(2022)
Hunt–Vitell’s General Theory of Marketing Ethics Predicts “Attitude-Behaviour” Gap in Pro-environmental Domain.
Frontiers in Psychology
, 13
, Article 732661. 10.3389/fpsyg.2022.732661.
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Abstract
The inconsistency between pro-environmental attitudes and behaviours, known as the “attitude-behaviour” gap, is exceptionally pronounced in scenarios associated with “green” choice. The current literature offers numerous explanations for the reasons behind the “attitude-behaviour” gap, however, the generalisability of these explanations is complex. In addition, the answer to the question of whether the gap occurs between attitudes and intentions, or intentions and behaviours is also unknown. In this study, we propose the moral dimension as a generalisable driver of the “attitude-behaviour” gap and investigate its effectiveness in predicting attitudes, pro-environmental intentions and subsequent behaviours. We do so by using Hunt–Vitell’s moral philosophy-based framework of ethical decision-making, which conceptualises morality as the central decision-making parameter. The results from 557 US MTurk participants revealed that the manipulation of moral dimensions, specifically deontology and teleology, impacted ethical evaluation of presented dilemmas, however, failed to translate into subsequent intentions and behaviours. This finding suggests (i) that the moral dimension has an effect in shaping attitudes toward environmental issues, and (ii) that gap occurs between attitudes and intentions rather than intentions and behaviours. Further investigation of what strengthens and/or overrides the effects of the moral dimension would help understand the reasons why moral attitudes do not always translate into subsequent intentions and behaviours in the pro-environmental domain.
| Type: | Article |
|---|---|
| Title: | Hunt–Vitell’s General Theory of Marketing Ethics Predicts “Attitude-Behaviour” Gap in Pro-environmental Domain |
| Location: | Switzerland |
| Open access status: | An open access version is available from UCL Discovery |
| DOI: | 10.3389/fpsyg.2022.732661 |
| Publisher version: | https://doi.org/10.3389/fpsyg.2022.732661 |
| Language: | English |
| Additional information: | © 2022 Zaikauskaite, Butler, Helmi, Robinson, Treglown, Tsivrikos and ˙ Devlin. This is an open-access article distributed under the terms of the Creative Commons Attribution License (CC BY). The use, distribution or reproduction in other forums is permitted, provided the original author(s) and the copyright owner(s) are credited and that the original publication in this journal is cited, in accordance with accepted academic practice. No use, distribution or reproduction is permitted which does not comply with these terms. |
| Keywords: | moral judgements, pro-environmental behaviour, climate change, attitude – behaviour gap, General Theory of Marketing Ethics, Hunt–Vitell |
| UCL classification: | UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences > Experimental Psychology UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences UCL UCL > Provost and Vice Provost Offices > School of Life and Medical Sciences > Faculty of Brain Sciences > Div of Psychology and Lang Sciences |
| URI: | https://discovery.ucl.ac.uk/id/eprint/10146487 |
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