 Interactive effects of consumers’ ethical beliefs and authenticity on ethical consumption and pro-environmental behaviorsSarah Khan and Muhammad Abbas Journal of Retailing and Consumer Services, 2023, vol. 71, issue C Abstract: The current study examined the relationships of ethical beliefs (i.e., idealism and relativism) with pro-environmental behaviors (direct and indirect) and ethical consumption behavior. The study further examined the moderating role of consumer authenticity in these relationships. Data were collected from individuals (N = 302) using field surveys within three major metropolitan cities of Pakistan. The findings revealed that idealism had a positive relationship with ethical consumption behavior and pro-environmental direct behavior. However, it was not related to pro-environmental indirect behavior. Relativism was positively related to ethical consumption behavior but it was not related to both types of pro-environmental behaviors. Furthermore, consumer authenticity significantly moderated the relationships of idealism with all ethical outcomes. Finally, implications for organizations, marketers and policy makers are discussed. Keywords: Ethical beliefs; Ethical consumption behavior; Pro-environmental behavior; Consumer authenticity; Belief-behavior gap (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:71:y:2023:i:c:s0969698922003198 DOI: 10.1016/j.jretconser.2022.103226 Access Statistics for this article Journal of Retailing and Consumer Services is currently edited by Harry Timmermans More articles in Journal of Retailing and Consumer Services from Elsevier |
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