The contribution of ethical obligation and self-identity to the theory of planned behaviour: an exploration of ethical consumers - a reflective comment

The attention given to ethical consumption in today's academic environment is something we only dreamed off when writing this paper over 10 years ago. This wealth of scholarship is a measure of the extent to which ethical consumption has infiltrated marketing and business thinking over the past decade or so. The Theory of Planned Behaviour framework used in the revisited paper is still very much alive and well today and following the traditional of this paper many have sought to extend this original theory to improve its applicability in ethical contexts. A criticism of the revisited paper and of much of current research also is a lack of insight into actual behaviour arising from ethical decision-making. Much is written about an attitude-behaviour gap in ethical consumption, but little research has fully explored the extent of this gap.