The statistics supporting this phenomenon indicate

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gap. The statistics supporting this phenomenon indicate that 30 % of consumers have the initial intention to purchase responsibly. However when this is to translate into behavior, only 3 % of the original group of consumers actually purchase responsibly. This indicates that intentions cannot be relied upon when it comes to socially responsible purchasing behaviour, going against theory developed by Ajzen ( 1985 ), which states that intentions translate into behaviour (Fig. 7 ). This disparity from intention to behaviour has been rationalised by many authors who believe that societal issues such as social desirability may be accountable (Worcester and Dawkins 2005 ). This is said to be one of the reasons why consumer intentions far outreach that of their consequential behaviour and occurs during the execution of the research methods utilised to collect the statistical consumer data. It is thought that consumers are offering answers more socially acceptable during these data collection exercises, which has been found to be a reoccurring issue within socially responsible research conducted with consumers. Researchers in the fi eld are working to overcome such issues that in time should result in more accurate data for the relationship between ethical intentions and behaviour (Auger and Devinney 2007 ; Dickson 2013 ). Further statistical research conducted in the fi eld does con fi rm there to be an intention-behaviour gap (Worcester and Dawkins 2005 ), however when considering the purchasing process the window of The Role of the Retailer 13
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opportunity , as previously discussed, must also be considered. This is where con- sumers may maintain their socially responsible purchasing intentions up until the point where they physically go shopping, where other factors such as price, aes- thetics and availability may cause a choice or trade-off to be made. Researchers have continued their work in this fi eld to investigate why the intention-behaviour gap occurs with some suggestions including that social responsibility is not considered by consumers during their purchasing decision criteria (Carrigan and Attalla 2001 ) and others including the consumer not being knowledgeable of such issues in order to make an informed decision. It has also been suggested that the lack of obligation to engage with ethical and environmental issues is also accountable for the gap between intentions and behaviours (Ozcaglar-Toulouse et al. 2006 ). Other authors, however, blame issues previously discussed such as the lack of goods provision and that available product is not trend orientated or desirable. 3 Changes in Purchasing Behaviour 3.1 Market Development When the recession hit the UK in 2008, signi fi cant changes in not only the way people purchase fashion but also the provision in the fashion sector were seen.
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  • Fall '19
  • Business Ethics, Corporate social responsibility, Alana M. James, Bruce Montgomery

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