Skip to main content
Kent Academic Repository

Unravelling the Attitude-Behaviour Gap Paradox for Sustainable Food Consumption: Insight from the UK Apple Market

Yamoah, Fred A., Acquaye, Adolf (2019) Unravelling the Attitude-Behaviour Gap Paradox for Sustainable Food Consumption: Insight from the UK Apple Market. Journal of Cleaner Production, 217 . pp. 172-184. ISSN 0959-6526. E-ISSN 1879-1786. (doi:10.1016/j.jclepro.2019.01.094) (KAR id:71840)


The remarkable progress made by the sustainable food industry as compared to the persistent small market share it holds, presents attitude-behaviour gap paradox which existing research is yet to address. The paper attempts to resolve this conundrum by addressing two key research objectives: Firstly, we draw on Campbell’s paradigm to develop a sustainable product purchase behaviour model by conceptualising and measuring behavioural difficulties in terms of behavioural inhibitors/promoters, which includes Past Purchase, Premium Pricing, and Product Availability and Product Variety barriers. Further to this, we establish the exact role of purchase behavioural inhibitors/promoters from the point of view of Campbell’s paradigm. This is achieved through analyses of actual behaviour data consisting of loyalty card data in the UK with a sample size of 1.8 million customers and supermarket shopper till receipt data in the UK. Evidence from the study established the existence of a sustainable product purchase inhibitor and promoter typology, which are critical to sustainable food purchase behaviour, but their degree of influence differ significantly. Our study subsequently, validates the Campbell’s paradigm theory since we were able to establish using the actual purchase behaviour data that indeed, the purchase inhibitors are what causes the so-called gap between claimed purchase behaviour and actual purchase behaviour. The study further highlights theoretical and managerial implications of the findings.

Item Type: Article
DOI/Identification number: 10.1016/j.jclepro.2019.01.094
Uncontrolled keywords: Sustainable Purchase Behaviour, Attitude-Behaviour Gap, Campbell’s Paradigm, Purchase Barrier/Promoter Typology
Subjects: H Social Sciences > HF Commerce > HF5351 Business
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Adolf Acquaye
Date Deposited: 24 Jan 2019 13:40 UTC
Last Modified: 04 Mar 2024 17:04 UTC
Resource URI: (The current URI for this page, for reference purposes)

University of Kent Author Information

  • Depositors only (login required):

Total unique views for this document in KAR since July 2020. For more details click on the image.