When actions speak louder than words: three essays on the words-deeds' gaps in socially responsible consumption

Abstract

Current modes of production and consumption urgently need to adapt to prevent the overexploitation of natural resources, environmental degradation, threats to biodiversity and cultural heritage, social injustice, and worldwide disparities. This is a complex challenge on a global scale, and overcoming it requires that all agents of society have an active role in this process of change. Consumers commonly favour this shift and are increasingly demanding sustainable alternatives. However, words and deeds are not always consistent, and consumers are far from fully integrating socially responsible consumption (SRC). A first step towards narrowing these word-deeds' gaps is to understand the myriad of reasons that nourishes them. A better understanding of the gap phenomenon is an important contribution to implement effective strategies to shorten the transition period. This study aims to advance the understanding of these gaps and open the debate on new variables that affect them following three stages, each covered in a specific essay: (1) clarify and organize the extensive literature in the field; (2) advance the understanding of the gaps and the meanings of SRC from the consumers' viewpoint; and (3) debate new influences on SRC adoption in the context of a recycling door-to-door program, using actual behavioural data and self-reported data. Findings provide valuable information about the current domains of study and mains reasons for SRC non-adoption and support the complex and emergent nature of SRC. A new interpretation of the gaps is proposed that withdraws from the bipolar view of ethical/unethical behaviour and approaches the perceived gaps as resulting from the 'felt effort' and 'felt responsibility' required to adopt responsible consumption behaviours. Thus, the gaps emerge as a negotiation space between the self and society. This view interprets the gaps as a stable property of emergent behaviours like SRC. Results from the recycling door-to-door program empirical study provide support for the mediation of the felt responsibility on actual behaviours, but not for the felt effort. The sense of effort is low, as expected, as a result of the public policy to make recycling convenient and easy.