Factors Influencing Ethical Purchase Intentions of Consumers in China

Xinming Deng

19 citations0/0 files storedSocial Behavior and Personality An International Journal

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Environmental Sustainability in Business Ethics in Business and Education Consumer behavior in food and health

Abstract

I conducted a survey to examine the impact of subjective norms, behavioral attitude, and perceived behavioral control on ethical purchase intention with 445 consumers selected by random sampling in Wuhan City, China. Results based on a structural equation model showed that behavioral attitude, subjective norms, and perceived behavioral control all significantly influenced ethical purchase intention of the respondents, with subjective norms being the strongest predictor of ethical purchase intention. Furthermore, perceived behavioral control not only significantly and directly influenced ethical purchase intention but also had an indirect influence on ethical purchase intention through behavioral attitude as a mediator.

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