The ‘Race to the Bottom’: Moving Closer to Home?

Elaine L. Ritch, Julie McColl

    Research output: Chapter in Book/Report/Conference proceedingChapter

    2 Citations (Scopus)


    By the end of this chapter, you should be able to demonstrate an understanding of: • The impact of increasing competition occurring within the UK retail environment. • Consumers efforts to reduce the disparity between beliefs and behaviours, as conceptualised within cognitive dissonance theory. • The alignment with marketing, the wider economy and the retail sector as a means to identify ways to shape value creation.

    Original languageEnglish
    Title of host publicationNew Perspectives on Critical Marketing and Consumer Society
    PublisherEmerald Publishing Limited
    Number of pages12
    ISBN (Electronic)9781839095542
    ISBN (Print)9781839095573
    Publication statusPublished - 1 Mar 2021


    • attitude-behaviour gap
    • Cognitive dissonance theory
    • gig economy
    • retail brand value
    • retail high street
    • worker exploitation

    ASJC Scopus subject areas

    • Economics, Econometrics and Finance(all)
    • Business, Management and Accounting(all)


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