An assessment of ethical obligation and self‐identity in ethical consumer decision‐making: a structural equation modelling approach

Deirdre Shaw · Edward M. K. Shiu

222 citations0/0 files storedInternational Journal of Consumer Studies

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

Abstract

Abstract Research has supported the addition of ethical obligation and self‐identity to models of consumer decision‐making in ‘ethical’ contexts. The particular placement of ethical obligation and self‐identity within a model of ethical consumer decision‐making remains unclear. Are these measures an antecedent to attitude or behavioural intention? This paper presents findings from a large scale survey of ethical consumers that explores, through structural equation modelling, the specific placement of these measures within a validated model of ethical consumer decision‐making, which uses the theory of planned behaviour as an initial framework. This research is examined within the ‘ethical’ context of fair trade grocery purchasing. (Fairly traded products are those purchased under equitable trading agreements, involving co‐operative rather than competitive trading principles, ensuring a fair price and fair working conditions for the producers and suppliers.)

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References

1991The theory of planned behavior 1985From Intentions to Actions: A Theory of Planned Behavior 1998Extending the Theory of Planned Behavior: A Review and Avenues for Further Research 1991Predicting dishonest actions using the theory of planned behavior 1980Emotional Conservatism: The Basis of Social Behavior?1999Belief formation in ethical consumer groups: an exploratory study 2003Ethics in consumer choice: a multivariate modelling approach 2000The Contribution of Ethical Obligation and Self-identity to the Theory of Planned Behaviour: An Exploration of Ethical Consumers

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