Value-action gap

Article summary

serves as an example of the value-action gap. Extensive market research showed that consumers would buy and enjoy the drink (values) but in reality, once it appeared in shops, not enough people bought it (action). This demonstrates the difference between what people say and what people do The value-action gap (also called the attitude-behaviour gap, intention-behaviour gap, intention-action gap, say-do gap, belief-action gap, KAP-gap (knowledge-attitudes-practice gap) or belief-behaviour gap) is the discrepancy between the stated values of an individual or organisation and their actions. More generally, it is the difference between what people say and what people do. The phrase is associated with environmental geography, relating to attitudes and behaviours surrounding environmental issues. Numerous studies have reported an increase in global environmental concern, but have shown that environmental engagement is not adjusting in accordance. Debates surrounding the issue of the value-action gap have mainly taken place within environmental and social psychology and research is often based within cognitive theories of how attitudes are formed and how this affects individuals' behaviour.…

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Discussion questions

1. Summarise the article in your own words. Which single claim would you verify first, and why?
2. Which claim in this article is most likely to be revised as the sources update? How would you check its current status?
3. If two sources disagreed about one of these facts, what would you need in order to trust one over the other?

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