Behavioural mutability and the attitude behaviour gap: a grounded theory study of Fairtrade consumption behaviour

Ethical consumer behaviour is subject to change. Employing a grounded theory approach, this paper examines the discrepancy between participants’ stated and actual behaviour in the substantive area of Fairtrade. Data were... [ view full abstract ]

Ethical consumer behaviour is subject to change. Employing a grounded theory approach, this paper examines the discrepancy between participants’ stated and actual behaviour in the substantive area of Fairtrade. Data were collected from thirty two in-depth interviews, in tandem with respondents’ till receipts as evidence of actual purchase behaviour. The findings from this paper refute the concept of fixed consumer typologies. Furthermore, it is found that ethical consumer behaviour is open to change, and as a result the concept of behavioural mutability is developed in this paper. The major contribution of this paper is the recognition of theoretical and methodological shortcomings in existing fair trade consumer behaviour literature regarding consumer segmentation, and the challenges these shortcomings pose, including understanding the ethical attitude-behaviour gap. Consumer segmentation has, previously, conformed to preconceptions of demographics and psychographics, which fail to reflect the dynamics of actual purchase behaviour in the context of Fairtrade. The development of the concept of behavioural mutability provides a valuable tool for academics to better understand the dynamics and nuances of consumer behaviour towards Fairtrade.