Closing the Attitude-Behaviour Gap: The case of Solidarity Purchase Groups

Abstract Starting from the results of a research project on Solidarity Purchase Groups (Gruppi di Acquisto Solidale - GAS) in Italy, the paper discusses how, within consumer groups, for the very reason of their horizontal organisation which encourages learning amongst peers, the conditions are created to overcome the so-called 'attitude-behaviour gap' in ethical consumption. The analysis shows how after joining a solidarity consumer group and experimenting this kind of shared economic practice, people not only change their consumption but they also feel more collaborative and trustful towards others, more interested in politics and have an increased sense of social effectiveness