Influence of Ethical Advertising on Consumer Purchase Intentions and Mediating Role of Individual Factors and Ethical Orientations

Amber Mushtaq, Asad Afzal Humayon and Imran Ali
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Amber Mushtaq: COMSATS Institute of Information Technology Lahore Campus, Pakistan
Asad Afzal Humayon: COMSATS Institute of Information Technology Vehari Campus, Pakistan

International Journal of Social Sciences and Management Studies (IJSSMS), 2014, vol. 1, issue 1, 21-37

Abstract: The importance of ethics in all the spheres of life couldn’t be ignored, people care about ethics and their importance is growing in our daily lives .They are becoming an important area of study. A lot of research exists on ethics from different dimensions. With the growing power of advertisements there is a growing concern whether they are ethical or unethical in persuading people towards purchasing an item. Advertisements are very important in shaping behaviors of consumers. Marketing is a functional area of the business that provides an interface with not only customers, but other stakeholders such as the media, investors, regulatory agencies, channel members, trade associations, as well. When addressing marketing ethics it is important to recognize that it should be examined from all perspectives i.e. individual, organizational, and societal perspective. This study examines the potential effects of ethical advertising on consumer purchase intentions in the presence of mediating variables individual factors and ethical orientations. The convenience sampling technique is used and data were collected with the help of questionnaires distributed among students. It is explored that ethical advertising has a deep significant relationship with the customer’s purchase intentions, while mediating variables individual factors and ethical orientations justify the relationship. This study extends further on other related dimensions of consumerism i.e. ethical obligations.

Keywords: Consumer purchase intentions; ethical orientations; ethical advertising; individual factors (search for similar items in EconPapers)
Date: 2014
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