...Takumi Kato; Wakako Yoshimura; Yusuke Shinozaki; Katsuya Hayami; Ryosuke Ikeda; Masaki Koizumi Purpose Despite growing knowledge about its benefits, the organic food market ’ s expansion has been limited. A problem with ethical consumption is the attitude–behavior gap. The simplest reason...

...., 2023). As a result, the SF attitude–behavior (A-B) gap is still unresolved (Govind et al., 2019 ; Kaur et al., 2023) and ethical consumption in fashion remains a “myth” (Carrigan and Attalla, 2001). As recently stated: Peer influence is crucial to maintaining ethical...

...: the formation of the moral self and moral identity; moral identity and ethical consumption; moral reasoning (cognitive processes) and moral choice; and the moral self and marketing. Each of these domains of work provides insight into the moral consumption phenomenon. Findings The authors highlight...