Marketers acknowledge the importance of understanding consumer attitudes and purchase intentions, however, it is also well-established that there is discrepancy between what people express (via attitudes, values etc.) and what they actually do (

As a guide, you should attempt to include in your discussion:

Relevant attitude theory such as the Theory of Reasoned Action and the Theory of Planned Behavior models (40 marks);
An explanation as to why attitudes may not always help to predict behaviour (20 marks);
An explanation as to why the attitude-behavior gap might be so prevalent throughout the sustainable/ethical consumption literature (40 marks).