Skip to main content

Research Repository

Advanced Search

The researcher role in the attitude-behaviour gap.

Oates, Caroline J.; McDonald, Seonaidh


Caroline J. Oates

Seonaidh McDonald


In the green consumer behaviour literature the attitude-behaviour gap is well-established. Studies show that although people condone environmentally friendly actions, their green attitudes do not necessarily translate into green behaviours. Even when green behaviours are reported, this is not borne out by sales figures or recycling rates. The attitude-behaviour gap has been debated across disciplines researching different aspects of green consumer behaviour, such as recycling, purchasing green energy, or household goods. Researchers have debated how attitudes and behaviours may be related or unrelated. Within the field of sustainable tourism researchers have used these ideas to investigate tourist attitudes and behaviours with respect to flying. Our research falls within this tradition. Data from two studies of the flying behaviour of green consumers have raised the question of whether researchers are erroneously equating attitudes with behaviour because of how questions are presented and data are interpreted. We contend that this may be contributing to the attitude-behaviour gap.


OATES, C.J. and MCDONALD, S. 2014. The researcher role in the attitude-behaviour gap. Annals of tourism research [online], 46, pages 168-170. Available from:

Journal Article Type Article
Acceptance Date Jan 16, 2014
Online Publication Date Feb 17, 2014
Publication Date May 31, 2014
Deposit Date Feb 12, 2018
Publicly Available Date Feb 12, 2018
Journal Annals of tourism research
Print ISSN 0160-7383
Electronic ISSN 1873-7722
Publisher Elsevier
Peer Reviewed Peer Reviewed
Volume 46
Pages 168-170
Keywords Green consumer behaviour; Recycling; Purchasing; Household goods; Sustainable tourism
Public URL


Downloadable Citations