English (United Kingdom)

https://curated-unify.zendy.io/wp-json/zendy-region/v1/featured_content/oa?rat=en

https://curated-unify.zendy.io/wp-json/zendy-region/v1/highlighted_journal/

Global: Zendy Plus annual

Presents the access of premium content as premium feature

Premium Content

Presents the keyphrase highlighting as premium feature

Keyphrase Highlighting

Presents the summarisation as premium feature

Summarisation

Insights

Presents the pdf analysis as premium feature

PDF Analysis

Presents the zaia usage as premium feature

ZAIA

Global: Zendy Tools annual

Global: Zendy Free Plan

Global: Zendy Tools monthly

Global: Zendy Plus monthly

Purpose of the paper : To measure the gap between the propensity towards responsible consumerism and the actual behavior of Italian consumers in real settings. Methodology : We explored the responsible consumerism propensity-behavior gap, taking into consideration a sample of 5.098 Italian consumers and analyzing the most purchased products by the group of 766 consumers that declared a high propensity towards responsible consumerism in the initial part of the survey. Findings : Results confirm the existence of a responsible propensity-behavior gap in real scenarios, since only 37,2% of mostly-purchased products by responsible consumers has a social or environmental label. The analysis of the rationale highlights that purchasing decisions are mainly based on environmental and health-related values, whereas strictly socially-oriented characteristics receive limited attention. Research limits : The study collected data only on Italian consumers and therefore did not allow us to understand the impact of different national cultures on consumers. Practical implications : Since products with pure social or environmental contents target only well-informed consumers, managers should increase consumers’ knowledge around the social and environmental contents of products. If managers want to target a larger share of market, they should develop products that exploit social/environmental characteristics to enhance performance related to traditional attributes. Originality of the paper : The study is one of the first to consider both the propensity and actual behavior of consumers. Second, while previous researches had studied behaviors in experimental, hypothetical or ad-hoc setting, this one is the first that investigates behavior by using data on purchases in real settings regardless of the store.

Practice or preach? The actual purchasing behavior of responsible consumers in mass market