THEORIES, MODELS AND TRENDS OF SUSTAINABLE CONSUMPTION ATTITUDE-BEHAVIOUR GAP

Sustainable consumption is becoming increasingly important in today's society, which is living under conditions of increasing globalization, growing population and increased consumption. Research into sustainable consumption behavior is becoming increasingly relevant, requiring a deeper understanding of this phenomenon. The findings of previous studies have revealed the inconsistency of consumer behavior between the intention and a real action. The aim of the study is to identify research trends of attitude-behavior gap, to analyze the most commonly consumer behavioral theories and to provide a theoretical consumer attitude-behavior gap model that reveals the influence factors. Research Methodology: review of scientific articles from the last twenty years, evaluating the theoretical aspects of the sustainable consumer behavior gap between intention and action. The information is grouped and structured in order to determine the theoretical directions of the sustainable consumption attitude - behavior gap and to provide a theoretical summary of this phenomenon. Based on the theoretical analysis, a conceptual sustainable consumption attitude - behavior gap model is created that reveals the influence factors.