Bridging the Attitude-Behavior Gap : A case study for how an FMCG company may decrease the attitude-behavior gap

Sammanfattning: Marketing has a vital role in encouraging sustainable consumption. The purpose of this study is to examine how a company’s holistic green marketing orientation affects the ability to decrease the attitude-behavior gap in the FMCG industry. The attitude-behavior gap is caused by different barriers consumers face in sustainable consumption. Even though many consumers express favorable attitudes towards sustainable consumption, their behaviors are constrained by internal and external factors. The study is conducted through a holistic, in-depth single case study with an FMCG firm regarding how they approach a holistic green marketing orientation. Depending on how a company applies green marketing strategies, it can either increase or decrease the gap. The authors found that a company applying a holistic green marketing orientation, consisting of internal-, strategic- and tactical green marketing orientations, enhances the company’s ability to decrease the attitude-behavior gap. Keywords: Attitude-behavior gap, Environmental sustainability, Green marketing orientation, Holistic green marketing, FMCG