Theory‐based approach to factors affecting ethical consumption

Jong‐Chul Oh · Sung‐Joon Yoon

131 citations0/0 files storedInternational Journal of Consumer Studies

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

Abstract

Abstract The main objective of this study is to introduce and validate a new model of ethical consumption intention with the aim of identifying salient factors that influence consumer's attitude and purchase intention towards ethical products. For this purpose, this study introduces an extended model of the theory of reasoned action, which embraces the emotional component (positive anticipated affection) and socially oriented value component (altruism), as predictors of ethical consumption attitude and intention. Using a questionnaire‐based survey, the data were collected from 343 respondents who had previously purchased ethical products. The result showed that ethical obligation, self‐identity and altruism were positively related to consumer attitude towards ethical consumption. Also, ethical obligation and altruism were found to positively influence ethical consumption intention. Further, attitude and positive‐anticipated affection positively affected ethical consumption intention.

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References

1981Evaluating Structural Equation Models with Unobservable Variables and Measurement Error 1991The theory of planned behavior 1975Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research 1977Normative Influences on Altruism 1992The altruism question: toward a social-psychological answer 2001The role of desires and anticipated emotions in goal‐directed behaviours: Broadening and deepening the theory of planned behaviour 1991Predicting dishonest actions using the theory of planned behavior 1980Emotional Conservatism: The Basis of Social Behavior?

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