The Effect of Supply Chain Transparency: The Key to Closing the Attitude-Behavior Gap within Green Consumerism?

Abstract

This master thesis addresses the attitude-behavior gap among sustainable products and the effects of supply chain transparency. This will give us an indication of whether companies need to have more transparency in the future and give the consumer insight into the entire supply chain. The purpose of our research is to understand the gap between consumers' ethical intentions and actual buying behavior for green products. Therefore, we want to investigate whether companies should enhance the level of transparency regarding their supply chain and we have prepared the following research question: Does supply chain transparency reduce the attitude-behavior gap for sustainable products by affecting perception of utilitarian and hedonic value? Furthermore, the literature review forms the basis for further methodology and analysis in the research. Based on previous findings, we have developed a research model that illustrates our understanding of the causal and correlational patterns across the chosen topic. Therefore, we suggest that supply chain transparency will act as a moderator of the effect of eco-labels on perceived utilitarian value, perceived hedonic value and attitude towards the brand. Further, we suggest that perceived utilitarian and hedonic value will mediate the effect of eco-labels on attitude towards the brand. Further, a methodological description forms the basis for the study and the results. To answer our research question, we have chosen to formulate six hypotheses. We find it appropriate to conduct an experiment with an attached quantitative questionnaire, as we want to draw relatively certain conclusions about how different variables will affect attitude towards the brand. To analyze the result from the main study and understand the relation between the variables in the research model, we conducted a regression analysis, mediation analysis and a 2x3 factorial between-subjects ANOVA. Our findings indicate that it can be favorable to obtain an eco-label on a brand’s product, if the purpose is to enhance attitudes towards the brand. Further, our findings indicate that if the supply chain information became too heavy or complex for the consumer, the enhanced level of information had a negative effect rather than positive in terms of attitude towards the brand. Based on the results from the analyzes, we conclusively discuss the possibilities within supply chain transparency and whether it will have any effect on the attitude-behavior gap among sustainable products.