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Keywords: Attitude – behavior gap, sustainable consumption, national influence, comparative study.

Research question: How does the attitude - behavior gap and the influencing factors differ across national borders?

Purpose: The purpose of this study is to extend the knowledge in the attitude-behavior gap towards consuming environmentally friendly food products. By comparing the national context and the factors proposed to impact on the gap, knowledge will be expanded to macro level influences.  

Method: The quantitative method in form of online surveys was used in this research. To compare differences on national level, sampling was made on Swedish respectively Lithuanian consumers. SPSS was used to compare differences in consumers perceptions for the gap. The measured variables expected to impact on behavior was attitude, price, availability, perceived effect and social norms. The second level tested in the analyses were the national level which was compared on the two samples separately.

Conclusion: By comparing national level differences in the attitude-behavior gap it was confirmed that depending on the nation there were significant differences. Humans tend to be aware of how they can affect the environment and express positive attitudes within this area. Adhering to social norms and the impact it has on behavior was significantly different across nations, and restricting factors for behaving in accordance to the attitude were income levels, availability and the perceived effect.