The paper examine how the choice to consume ethical goods and therefore, the intention gap differs within vegetarian social group in different countries-Latvia and Denmark. Semi-structured in-depth interviews revealed that Danish and Latvian vegetarian group has some similarities, but also notable differences in their intentions to purchase certain ethical product groups. Furthermore, suggested reasons for intention-gap has differences within these two vegetarian groups.
Findings suggest that caring about certain ethical aspects has importance of intention formation. Lack of caring about the issues, situation context and justification, among the other factors, however, should not be underestimated and should be considered in further studies.
The research aims to provide new knowledge in the field of ethical consumption and serve as inspiration for further, larger scale cross-national researches as well as different empirical studies.