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.