It’s easy for people to say they want to buy a particular product, perhaps in the name of sustainability. But how often do individuals actually follow through with these well-meaning intentions? Academics regularly observe a difference between what consumers say they want to do and what they actually do.
The gap can cause problems for businesses when they're trying to figure out how to serve their customers. Evan Davis is joined by a panel of business leaders to discuss how they bridge this divide. Guests:
Andreas Chatzidakis, professor of marketing in the centre for research into sustainability, Royal Holloway, University of London
Jake Pickering, senior manager for agriculture, Waitrose
Marsha Smith, deputy CEO, IKEA UK
Toby Clark, vice president of insights, MintelProduction team:
Producers: Simon Tulett, and Nick Holland
Researcher: Paige Neal-Holder
Editor: Matt Willis
Sound: Hal Haines
Production co-ordinator: Rosie Strawbridge

The Bottom Line is produced in partnership with The Open University.