1 Final Version of Fukukawa, K Ennew, C. (2010)., “What we believe is not always what we do: an empirical investigation into ethically questionable behaviour in consumption” Journal of Business Ethics, Vol. 91, pp. 49-60. DOI: 10.1007/s10551-010-0567-1 What we believe is not always what we do: an empirical investigation into ethically questionable behavior in consumption Kyoko Fukukawa (corresponding author) Bradford University School of Management, U.K. Emm Lane, Bradford, West Yorkshire, BD9 4JL, U.K. Tel: +44 (0)1274 235688, Fax: +44 (0)1274 546866 E-mail: k.fukukawa@bradford.ac.uk Christine Ennew Nottingham University Business School, U.K. Jubilee Campus, Wollaton Road, Nottingham NG9 1BU, U.K. Tel: +44 (0)115 951 5259, Fax: +44 (0)115 846 6490 E-mail: Christine.Ennew@nottingham.ac.uk Kyoko Fukukawa is a senior lecturer in marketing at Bradford University School of Management. Her research interests include ethical decision-making in consumption and business practices; corporate social responsibility (CSR) of MNCs concerning their policies and strategic communication; and CSR and corporate branding. Her publications have appeared in Journal of Business Ethics, Journal of Corporate Citizenship and others. Christine Ennew Professor Christine Ennew is Pro Vice Chancellor at the University of Nottingham, and Professor of Marketing in the Business School. Her research interests lie primarily in the area of services marketing with a particular interest in financial services and tourism. She is author of a range of academic and non-academic books and articles on the subject of marketing and has published some 90 articles in refereed journals, presented over 60 refereed conference papers and produced 4 books.