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Interactive effects of consumers’ ethical beliefs and authenticity on ethical consumption and pro-environmental behaviors

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  • Khan, Sarah
  • Abbas, Muhammad

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 (NÂ =Â 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.

Suggested Citation

  • Khan, Sarah & Abbas, Muhammad, 2023. "Interactive effects of consumers’ ethical beliefs and authenticity on ethical consumption and pro-environmental behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    • Handle: RePEc:eee:joreco:v:71:y:2023:i:c:s0969698922003198
    DOI: 10.1016/j.jretconser.2022.103226
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