To Buy or Not to Buy? Exploring Ethical Consumerism in an Emerging Market—India

Sunanda Nayak (), Vijay Pereira (), Bahar Ali Kazmi () and Pawan Budhwar ()
Additional contact information
Sunanda Nayak: FORE School of Management
Vijay Pereira: NEOMA Business School
Bahar Ali Kazmi: Aston Business School
Pawan Budhwar: Aston Business School

Journal of Business Ethics, 2024, vol. 191, issue 4, No 9, 835 pages

Abstract: Abstract This article reports the findings of a field study conducted on the purchasing intentions of ethical consumers in India. We explored how the involvement of ethical consumers with social networking sites (SNSs such as Facebook, Twitter, Instagram, Snapchat, LinkedIn, and others) affects their intentions to buy ethical products. Applying an extended theoretical lens of theory of planned behavior and social capital, we present an analysis of a rich qualitative data. We identify and describe 7 dimensions, representing the 19 factors and manifesting the informational, relational, and valuation usage of SNSs that explain their impact on the purchase intention of ethical consumers in India. We conclude by highlighting the decision-making role played by the ethical knowledge and price sensitivity of ethical consumers, reflecting the peculiarities and dynamics of ethical consumption in India.

Keywords: Ethical consumption; Social networking sites; Purchase intentions; Ethical consumers; Emerging markets; India (search for similar items in EconPapers)
Date: 2024
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1007/s10551-024-05670-7 Abstract (text/html)
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:kap:jbuset:v:191:y:2024:i:4:d:10.1007_s10551-024-05670-7

Ordering information: This journal article can be ordered from
http://www.springer. ... cs/journal/10551/PS2

DOI: 10.1007/s10551-024-05670-7

Access Statistics for this article

Journal of Business Ethics is currently edited by Michelle Greenwood and R. Edward Freeman

More articles in Journal of Business Ethics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().