Understanding attitude-behaviour gap in purchasing mobile phones

The relationship between attitude and purchase behaviour is the most explored area of marketing research. Many studies have shown a link between environmental attitude and mobile phone purchasing intentions. Today mobile phones are becoming a medium to express identity and desire like clothing and ornaments. The changing styles of mobile phones based on contemporary trends lead to their perishability, which may adversely affect the environment. Now the question arises, whether consumers who care about the environment can take more responsibility for the environment and conduct environmentally friendly mobile phone shopping behaviour, or whether their environmental attitudes are incompatible with their consumer behaviours. The discrepancy between the consumer's attitudes and actual purchase of eco-friendly products is attributed to the existence of the 'attitude-behaviour gap'. The gap is however being understood poorly and to date no equivocal consent is available. This study examines the role of demographic factors responsible for the emergence of the 'attitude-behaviour gap' with special reference to the young consumers, as they are the segment with adequate purchasing capacity.