Exploring ethical consumer behavior: a comprehensive study using the ethically minded consumer behavior-scale (EMCB) among adult consumers

Paulo Duarte, Susana Costa Silva (), Isabella Mangei () and Joana Carmo Dias ()
Additional contact information
Susana Costa Silva: Católica Porto Business School - Universidade Católica Portuguesa & CEGE
Isabella Mangei: Católica Porto Business School - Universidade Católica Portuguesa
Joana Carmo Dias: COMEGI, Universidade Lusíada

International Review on Public and Nonprofit Marketing, 2024, vol. 21, issue 4, No 2, 862 pages

Abstract: Abstract This research assesses how adult consumers perceive and behave concerning ethical practices, aiming to comprehend the obstacles that hinder ethical and sustainable consumption. Employing a modified version of the Theory of Planned Behavior (TPB) alongside the Ethically Minded Consumer Behavior-Scale (EMCB), a survey was conducted with 372 participants from Germany, young and educated, to reveal and compare the factors influencing ethical consumption, including both determinants and barriers. The results indicate positive correlations between attitudes toward ethical consumption, ethical obligation, self-identity, and the intention to engage in ethical consumption, while this intention is negatively associated with price. Additionally, the study validates the explanatory power of the modified TPB within the EMCB context. Understanding the drivers and hindrances of ethical consumption is crucial for companies and decision-makers, allowing them to prioritize these factors and refine strategies for promoting ethical consumption. This insight aids marketers in tailoring campaigns to reach this specific market effectively. Given the growing significance of ethical and sustainable consumption, this research provides valuable insights into the motivations and constraints shaping consumer behavior in this domain, contributing to both theoretical understanding and managerial decision-making for those targeting this consumer segment.

Keywords: Ethical consumption; Ethically minded consumer; Ethically minded consumer behavior scale; Theory of planned behavior; Attitude-behavior gap (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://link.springer.com/10.1007/s12208-024-00404-x Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:irpnmk:v:21:y:2024:i:4:d:10.1007_s12208-024-00404-x

Ordering information: This journal article can be ordered from
http://www.springer.com/business/journal/12208

DOI: 10.1007/s12208-024-00404-x

Access Statistics for this article

International Review on Public and Nonprofit Marketing is currently edited by Helena Maria Alves

More articles in International Review on Public and Nonprofit Marketing from Springer, International Association of Public and Non-Profit Marketing
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().