The role of ethical obligation and self‐identity in ethical consumer choice

Deirdre Shaw · Edward M. K. Shiu

200 citations0/0 files storedInternational Journal of Consumer Studies

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

Abstract

Abstract Many variables have been proposed as additions to the theory of planned behaviour structure, and evidence exists to support the value of a measure of ethical obligation and self‐identity. Furthermore, some research has suggested that ethical obligation may serve as an antecedent to attitude as well as intention. This paper presents findings from a large scale survey that highlights the usefulness of ethical obligation and self‐identity in the prediction of intention. Additionally, the role of both these variables in the prediction of attitude is also suggested. This is examined within the ‘ethical’ context of fair trade grocery purchases. Methodological implications for further research are discussed.

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References

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2007A Model for Fair Trade Buying Behaviour: The Role of Perceived Quantity and Quality of Information and of Product-specific Attitudes 2007Why People Don’t Take their Concerns about Fair Trade to the Supermarket: The Role of Neutralisation 2015How does the Perceived Ethicality of Corporate Services Brands Influence Loyalty and Positive Word-of-Mouth? Analyzing the Roles of Empathy, Affective Commitment, and Perceived Quality 2006In search of fair trade: ethical consumer decision making in France

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