Why do some Consumers Consume Ethically? A Contingency Framework for Understanding Ethical Decision Making

Muhammad Atif, Ahmed Charfi and Eric Lombardot
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Muhammad Atif: BSB - Burgundy School of Business (BSB) - Ecole Supérieure de Commerce de Dijon Bourgogne (ESC)
Ahmed Charfi: EBS Paris - European Business School Paris, IREBS - Institut de recherche de l'European Business School - EBS Paris - European Business School Paris
Eric Lombardot: UP1 - Université Paris 1 Panthéon-Sorbonne, PRISM Sorbonne - Pôle de recherche interdisciplinaire en sciences du management - UP1 - Université Paris 1 Panthéon-Sorbonne

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Abstract: Although consumers' generally have positive attitudes towards ethically conscious behaviors, their actions are not unequivocally consistent with attitudes. Consumer research to understand the adoption of ethically conscious behaviors is therefore important. This paper makes a cross-cultural analysis of consumers' ethical decision making process in the context of environment consciousness (Europe, USA and China). A model of individual ethical decision making is presented and tested empirically. We suggest that the information targeted to convince the consumers to engage in ethically conscious behaviors should appeal three subdivisions of their belief structure; the information part, the concern part, and the self-belief part.

Keywords: Ethically Conscious Behavior; Ethical consumption; Ethical Decision Making; Identity Theory; Theory of Planned Behavior (search for similar items in EconPapers)
Date: 2013-05-01
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Published in Journal of Marketing and Case Studies, 2013, pp.1-22. ⟨10.5171/2013.420183⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03876095

DOI: 10.5171/2013.420183

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