IDEAS home Printed from https://ideas.repec.org/a/spr/irpnmk/v21y2024i4d10.1007_s12208-024-00404-x.html
   My bibliography  Save this article

Exploring ethical consumer behavior: a comprehensive study using the ethically minded consumer behavior-scale (EMCB) among adult consumers

Author

Listed:
  • Paulo Duarte

    (NECE-Research Centre in Business Sciences - Universidade da Beira Interior)

  • Susana Costa Silva

    (Católica Porto Business School - Universidade Católica Portuguesa & CEGE)

  • Isabella Mangei

    (Católica Porto Business School - Universidade Católica Portuguesa)

  • Joana Carmo Dias

    (COMEGI, Universidade Lusíada
    IPAM - Instituto Português de Administração de Marketing)

Abstract

This research assesses how adult consumers perceive and behave concerning ethical practices, aiming to comprehend the obstacles that hinder ethical and sustainable consumption. Employing a modified version of the Theory of Planned Behavior (TPB) alongside the Ethically Minded Consumer Behavior-Scale (EMCB), a survey was conducted with 372 participants from Germany, young and educated, to reveal and compare the factors influencing ethical consumption, including both determinants and barriers. The results indicate positive correlations between attitudes toward ethical consumption, ethical obligation, self-identity, and the intention to engage in ethical consumption, while this intention is negatively associated with price. Additionally, the study validates the explanatory power of the modified TPB within the EMCB context. Understanding the drivers and hindrances of ethical consumption is crucial for companies and decision-makers, allowing them to prioritize these factors and refine strategies for promoting ethical consumption. This insight aids marketers in tailoring campaigns to reach this specific market effectively. Given the growing significance of ethical and sustainable consumption, this research provides valuable insights into the motivations and constraints shaping consumer behavior in this domain, contributing to both theoretical understanding and managerial decision-making for those targeting this consumer segment.

Suggested Citation

  • Paulo Duarte & Susana Costa Silva & Isabella Mangei & Joana Carmo Dias, 2024. "Exploring ethical consumer behavior: a comprehensive study using the ethically minded consumer behavior-scale (EMCB) among adult consumers," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 21(4), pages 841-862, December.
    • Handle: RePEc:spr:irpnmk:v:21:y:2024:i:4:d:10.1007_s12208-024-00404-x
    DOI: 10.1007/s12208-024-00404-x
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s12208-024-00404-x
    File Function: Abstract
    Download Restriction: Access to the full text of the articles in this series is restricted.
    File URL: https://libkey.io/10.1007/s12208-024-00404-x?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Jeffery Bray & Nick Johns & David Kilburn, 2011. "An Exploratory Study into the Factors Impeding Ethical Consumption," Journal of Business Ethics, Springer, vol. 98(4), pages 597-608, February.
    2. Kadic-Maglajlic, Selma & Arslanagic-Kalajdzic, Maja & Micevski, Milena & Dlacic, Jasmina & Zabkar, Vesna, 2019. "Being engaged is a good thing: Understanding sustainable consumption behavior among young adults," Journal of Business Research, Elsevier, vol. 104(C), pages 644-654.
    3. Patrick Pelsmacker & Wim Janssens, 2007. "A Model for Fair Trade Buying Behaviour: The Role of Perceived Quantity and Quality of Information and of Product-specific Attitudes," Journal of Business Ethics, Springer, vol. 75(4), pages 361-380, November.
    4. A. Beldad & S. Hegner, 2018. "Determinants of Fair Trade Product Purchase Intention of Dutch Consumers According to the Extended Theory of Planned Behaviour," Journal of Consumer Policy, Springer, vol. 41(3), pages 191-210, September.
    5. Swetarupa Chatterjee & Naman Sreen & Jyoti Rana & Amandeep Dhir & Pradip H. Sadarangani, 2022. "Impact of ethical certifications and product involvement on consumers decision to purchase ethical products at price premiums in an emerging market context," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 737-762, December.
    6. R. V. ShabbirHusain, 2022. "Green offering: more the centrality, greater the scepticism," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 19(4), pages 819-834, December.
    7. Shahid Rasool & Roberto Cerchione & Jari Salo, 2020. "Assessing ethical consumer behavior for sustainable development: The mediating role of brand attachment," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(6), pages 1620-1631, November.
    8. Andreas Chatzidakis & Minas Kastanakis & Anastasia Stathopoulou, 2016. "Socio-Cognitive Determinants of Consumers’ Support for the Fair Trade Movement," Journal of Business Ethics, Springer, vol. 133(1), pages 95-109, January.
    9. Alex Hiller & Tony Woodall, 2019. "Everything Flows: A Pragmatist Perspective of Trade-Offs and Value in Ethical Consumption," Journal of Business Ethics, Springer, vol. 157(4), pages 893-912, July.
    10. Tri D. Le & Hoang Duc Tran & Thi Que Huong Hoang, 2022. "Ethically minded consumer behavior of Generation Z in Vietnam: The impact of socialization agents and environmental concern," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2102124-210, December.
    11. Monica-Maria Tomșa & Andreea-Ioana Romonți-Maniu & Mircea-Andrei Scridon, 2021. "Is Sustainable Consumption Translated into Ethical Consumer Behavior?," Sustainability, MDPI, vol. 13(6), pages 1-14, March.
    12. Yueyan Zhang & Yushi Jiang & Jing Song & Qin Guo, 2023. "Research on the influence mechanism of environmental protection concept on consumption in the context of climate neutrality," Economic Research-Ekonomska Istraživanja, Taylor & Francis Journals, vol. 36(1), pages 2171456-217, December.
    13. Maja Hosta & Vesna Zabkar, 2021. "Antecedents of Environmentally and Socially Responsible Sustainable Consumer Behavior," Journal of Business Ethics, Springer, vol. 171(2), pages 273-293, June.
    14. William Young & Kumju Hwang & Seonaidh McDonald & Caroline J. Oates, 2010. "Sustainable consumption: green consumer behaviour when purchasing products," Sustainable Development, John Wiley & Sons, Ltd., vol. 18(1), pages 20-31.
    15. Paul, Justin & Modi, Ashwin & Patel, Jayesh, 2016. "Predicting green product consumption using theory of planned behavior and reasoned action," Journal of Retailing and Consumer Services, Elsevier, vol. 29(C), pages 123-134.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Wintschnig, Bea Alexandra, 2021. "The Attitude-Behavior Gap – Drivers and Barriers of Sustainable Consumption," Junior Management Science (JUMS), Junior Management Science e. V., vol. 6(2), pages 324-346.
    2. Kutaula, Smirti & Gillani, Alvina & Leonidou, Leonidas C. & Christodoulides, Paul, 2022. "Integrating fair trade with circular economy: Personality traits, consumer engagement, and ethically-minded behavior," Journal of Business Research, Elsevier, vol. 144(C), pages 1087-1102.
    3. Kong, Hyun Min & Witmaier, Alexander & Ko, Eunju, 2021. "Sustainability and social media communication: How consumers respond to marketing efforts of luxury and non-luxury fashion brands," Journal of Business Research, Elsevier, vol. 131(C), pages 640-651.
    4. Cristina Longo & Avi Shankar & Peter Nuttall, 2019. "“It’s Not Easy Living a Sustainable Lifestyle”: How Greater Knowledge Leads to Dilemmas, Tensions and Paralysis," Journal of Business Ethics, Springer, vol. 154(3), pages 759-779, February.
    5. Habib, Muhammad Danish & Alghamdi, Aseel & Sharma, Veenu & Mehrotra, Ankit & Badghish, Saeed, 2024. "Diet or lifestyle: Consumer purchase behavior of vegan retailing. A qualitative assessment," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    6. Rambabu Lavuri & Abhinav Jindal & Umair Akram & Bhukya Koteswara Rao Naik & Alrence Santiago Halibas, 2023. "Exploring the antecedents of sustainable consumers' purchase intentions: Evidence from emerging countries," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(1), pages 280-291, February.
    7. Elena Kossmann & Mónica Gómez-Suárez, 2018. "Decision-making processes for purchases of ethical products: gaps between academic research and needs of marketing practitioners," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 353-370, September.
    8. Vanessa Hanel & Debra Z. Basil, 2023. "Socially conscious consumer behavior: the role of ethical self-identity and priming," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(2), pages 427-445, June.
    9. Lim, Xin-Jean & Cheah, Jun-Hwa & Ngo, Liem Viet & Chan, Kara & Ting, Hiram, 2023. "How do crazy rich Asians perceive sustainable luxury? Investigating the determinants of consumers’ willingness to pay a premium price," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    10. Yingxiu Hong & Abdullah Al Mamun & Mohammad Masukujjaman & Qing Yang, 2024. "Sustainable consumption practices among Chinese youth," Palgrave Communications, Palgrave Macmillan, vol. 11(1), pages 1-17, December.
    11. Sajjad Ahmad Afridi & Wajid Khan & Maqsood Haider & Asad Shahjehan & Bilal Afsar, 2021. "Generativity and Green Purchasing Behavior: Moderating Role of Man-Nature Orientation and Perceived Behavioral Control," SAGE Open, , vol. 11(4), pages 21582440211, October.
    12. Terlau, Wiltrud & Hirsch, Darya, 2015. "Sustainable Consumption and the Attitude-Behaviour-Gap Phenomenon - Causes and Measurements towards a Sustainable Development," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 6(3), pages 1-16, July.
    13. Remi Trudel & Jill Klein & Sankar Sen & Niraj Dawar, 2020. "Feeling Good by Doing Good: A Selfish Motivation for Ethical Choice," Journal of Business Ethics, Springer, vol. 166(1), pages 39-49, September.
    14. Diletta Acuti & Marta Pizzetti & Sara Dolnicar, 2022. "When sustainability backfires : A review on the unintended negative side-effects of product and service sustainability on consumer behavior," Post-Print hal-04381310, HAL.
    15. Mir Misnad Sultana, 2024. "Factors Influence on Consumers’ Organic Food Purchasing Decisions: An Empirical Investigation in Bangladesh," International Journal of Science and Business, IJSAB International, vol. 33(1), pages 76-94.
    16. Jessica Müller & Ángel Acevedo-Duque & Sheyla Müller & Prateek Kalia & Khalid Mehmood, 2021. "Predictive Sustainability Model Based on the Theory of Planned Behavior Incorporating Ecological Conscience and Moral Obligation," Sustainability, MDPI, vol. 13(8), pages 1-16, April.
    17. Rausch, Theresa Maria & Baier, Daniel & Wening, Stefanie, 2021. "Does sustainability really matter to consumers? Assessing the importance of online shop and apparel product attributes," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    18. Seema Bhardwaj & Kiran Nair & Muhammad Usman Tariq & Asad Ahmad & Asmita Chitnis, 2023. "The State of Research in Green Marketing: A Bibliometric Review from 2005 to 2022," Sustainability, MDPI, vol. 15(4), pages 1-16, February.
    19. Catherine Janssen & Joëlle Vanhamme, 2015. "Theoretical Lenses for Understanding the CSR–Consumer Paradox," Journal of Business Ethics, Springer, vol. 130(4), pages 775-787, September.
    20. Guang-Wen Zheng & Abu Bakkar Siddik & Mohammad Masukujjaman & Syed Shah Alam & Alvina Akter, 2020. "Perceived Environmental Responsibilities and Green Buying Behavior: The Mediating Effect of Attitude," Sustainability, MDPI, vol. 13(1), pages 1-27, December.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:spr:irpnmk:v:21:y:2024:i:4:d:10.1007_s12208-024-00404-x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.