“…This is caused by a phenomenon called the intention-behavior gap (IBG), whereby a highly positive intention toward organic buying is expressed, followed by not acting in the depicted way due to different reasons (Aschemann-Witzel & Niebuhr Aagaard, 2014;Carrington, Neville, & Whitwell, 2014). However, the organic IBG is still unexplained (Carrington et al, 2014) due to inconclusive results and the lack of systematic research (Van Doorn & Verhoef, 2015) such as assessing reported purchases instead of real purchase behavior (Bishop & Barber, 2015;Kilbourne & Beckmann, 1998;McDonagh & Prothero, 2014). Additionally, various meta-studies and research papers on ethical buying conclude that just 30% of the variance in behavior is explainable by means of intention and perceived behavioral control (Armitage & Conner, 2001; Rivis, Sheeran, & Armitage, 2009;Sheeran, 2002;Webb & Sheeran, 2006), which refer to the theory of planned behavior (Ajzen, 1991).…”