Search changes consumers' minds: how recognizing gaps drives sustainable choices

Despite a growing desire among consumers to shop responsibly, translating this intention into behaviour remains challenging. Previous work has identified that information seeking (or lack thereof) is a contributing factor to this intention-behaviour gap. In this paper, we hypothesize that searching can bridge this gap – helping consumers to make purchasing decisions that are better aligned with their values. We conducted a task-based study with 308 participants, asking them to search for information on one of eight ethical aspects regarding a product they were actively shopping for. Our findings show that actively searching for such information led to an overall increase in the importance participants’ assigned to ethical aspects. However, it was the recognition and understanding of ethical considerations, rather than ethical intentions or search activity, that drove shifts towards more responsible purchasing decisions. Participants who acknowledged and filled knowledge gaps in their decision making showed significant behaviour change, including increased searching and a stronger desire to alter their future shopping habits. We conclude that responsible consumption can be considered a partial information problem, where awareness of one’s own knowledge limitations may be the catalyst needed for meaningful consumer behaviour change.