Datum
2021-12-03Metadata
Zur Langanzeige
Aufsatz
The Phantom of the ‘Responsible Consumer’: Unmasking the Intention–Action Gap with an Indirect Questioning Technique
Zusammenfassung
The intention-action gap stands out in research on sustainable consumption for decades. The current research explores the role of socially desirable responding (SDR) in the appearance of this gap by utilising an indirect questioning technique. Two online experiments (n=306 and n=334) demonstrate, in line with most market surveys, that consumers present themselves as highly responsible when being assessed with the standard survey measurement approach (i.e., direct questioning). However, the responses of participants toward the exact same measures of consumers’ social responsibility perceptions and behavioural intentions heavily drop when applying an indirect questioning technique, indicating a substantial overstatement of consumers’ social responsibility perceptions in traditional market surveys. Furthermore, this study provides novel evidence regarding the validity and underlying mechanism of the indirect questioning technique, thereby alleviating long-lasting concerns about this method. Implications for the intention–action gap discussion and consumer ethics research are proposed.
Zitierform
In: Sustainability Volume 13 / Issue 23 (2021-12-03) eissn: 2071-1050Förderhinweis
Gefördert durch den Publikationsfonds der Universität KasselZitieren
@article{doi:10.17170/kobra-202201215587,
author={Kilian, Sven and Mann, Andreas},
title={The Phantom of the ‘Responsible Consumer’: Unmasking the Intention–Action Gap with an Indirect Questioning Technique},
journal={Sustainability},
year={2021}
}
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2022-02-04T13:26:22Z 2022-02-04T13:26:22Z 2021-12-03 doi:10.17170/kobra-202201215587 http://hdl.handle.net/123456789/13607 Gefördert durch den Publikationsfonds der Universität Kassel eng Namensnennung 4.0 International http://creativecommons.org/licenses/by/4.0/ socially desirable responding (SDR) consumer social responsibility (CnSR) sustainable consumption indirect questioning projective techniques 330 The Phantom of the ‘Responsible Consumer’: Unmasking the Intention–Action Gap with an Indirect Questioning Technique Aufsatz The intention-action gap stands out in research on sustainable consumption for decades. The current research explores the role of socially desirable responding (SDR) in the appearance of this gap by utilising an indirect questioning technique. Two online experiments (n=306 and n=334) demonstrate, in line with most market surveys, that consumers present themselves as highly responsible when being assessed with the standard survey measurement approach (i.e., direct questioning). However, the responses of participants toward the exact same measures of consumers’ social responsibility perceptions and behavioural intentions heavily drop when applying an indirect questioning technique, indicating a substantial overstatement of consumers’ social responsibility perceptions in traditional market surveys. Furthermore, this study provides novel evidence regarding the validity and underlying mechanism of the indirect questioning technique, thereby alleviating long-lasting concerns about this method. Implications for the intention–action gap discussion and consumer ethics research are proposed. open access Kilian, Sven Mann, Andreas doi:10.3390/su132313394 Verbraucherverhalten Soziale Verantwortung Nachhaltigkeit publishedVersion eissn: 2071-1050 Issue 23 Sustainability Volume 13 false 13394
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