Why ethical consumers buy products from unethical companies: consumers’ ambivalent responses towards fashion companies’ unethical activities

Jihyun Lee

International Journal of Ethics and Systems, 2023, vol. 40, issue 2, 303-319

Abstract: Purpose - The purpose of this study is to investigate the role of consumers’ moral preferences between moral and economic benefits and consumers’ moral and rational behaviour intentions based on moral decision-making models of previous studies. Design/methodology/approach - Respondents were asked to answer a questionnaire measuring moral and economic benefits, consumers’ moral preferences and moral and rational behaviour intention after reading a stimulus describing imaginary fashion brand A’s unethical activities. Findings - Moral and economic benefits directly and significantly affect moral and rational behaviour intention. Homo economicus evoked by an economic benefit had a negative effect on moral behaviour intention. Research limitations/implications - This study focused only on a moral benefit and an economic benefit as factors evoking consumers’ moral preferences. This study was also conducted only in a Korean context and considered a specific industry. In future research, the results of this study should be extended to design the “possibility of punishment” to encourage moral behaviour by discouraging the effect of homo economicus. The results have implications for companies such as social enterprises and charities that want to promote consumers’ moral behaviour. Originality/value - This study provides evidence on why ethical consumers do not always make ethical decisions by confirming that homo economicus has a significant influence on not only rational behaviour intention but also moral behaviour intention.

Keywords: Homo moralis; Homo economicus; Moral preference; Moral behaviour; Rational behaviour (search for similar items in EconPapers)
Date: 2023
References: Add references at CitEc
Citations:

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)
Access to full text is restricted to subscribers

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:eme:ijoesp:ijoes-07-2022-0156

DOI: 10.1108/IJOES-07-2022-0156

Access Statistics for this article

International Journal of Ethics and Systems is currently edited by Prof Jacob Dahl Rendtorff

More articles in International Journal of Ethics and Systems from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().