Couple Ethical Purchase Behavior and Joint Decision Making: Understanding the Interaction Process and the Dynamics of Influence

Landisoa Rabeson, Corina Paraschiv, Laurent Bertrandias and Régis Chenavaz
Additional contact information
Landisoa Rabeson: HuManiS Research Center (EA7308), EM Strasbourg Business School, University of Strasbourg, 67000 Strasbourg, France
Corina Paraschiv: LIRAES, Université Paris Cité, 75006 Paris, France
Laurent Bertrandias: Department of Marketing, TBS Education, 31000 Toulouse, France
Régis Chenavaz: Department of Economics and Finance, KEDGE Business School, CEDEX 9, 13288 Marseille, France

Sustainability, 2022, vol. 14, issue 13, 1-19

Abstract: We present in this paper a qualitative study of couple ethical purchasing behavior, based on interviews with French consumers. The analysis of joint decision making allows us to distinguish between ethical couples who favor the choice of ethical products when making purchase decisions together and unethical couples who do not. Our results show that ethical couples are characterized by a positive exchange of information, use of verbal and tactical persuasion strategies, and trust in the knowledge of the partner, while unethical couples are characterized by a negative exchange of information, difficulties with joint decision making, and conflict-minimizing strategy. Time, money, and pleasure appear as the most critical factors restricting couples’ purchase of ethical products. Our research provides the first empirical evidence about the dynamics of influence of one partner over the other within couples regarding ethical purchasing behavior.

Keywords: ethical purchasing; couple decision; joint decision making; dynamics of influence; ethical consumer (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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