An assessment of ethical obligation and self-identity in ethical consumer decision-making: a structural equation modelling approach

D. Shaw, E.M.K. Shiu

Research output: Contribution to journalArticle

86 Citations (Scopus)

Abstract

Research has supported the addition of ethical obligation and self-identity to models of consumer decision-making in 'ethical' contexts. The particular placement of ethical obligation and self-identity within a model of ethical consumer decision-making remains unclear. Are these measures an antecedent to attitude or behavioural intention? This paper presents findings from a large scale survey of ethical consumers that explores, through structural equation modelling, the specific placement of these measures within a validated model of ethical consumer decision-making, which uses the theory of planned behaviour as an initial framework. This research is examined within the 'ethical' context of fair trade grocery purchasing. (Fairly traded products are those purchased under equitable trading agreements, involving co-operative rather than competitive trading principles, ensuring a fair price and fair working conditions for the producers and suppliers.)
LanguageEnglish
Pages286-293
Number of pages7
JournalInternational Journal of Consumer Studies
Volume26
Issue number4
DOIs
Publication statusPublished - 2002

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Decision Making
Research
Structural equation modeling
Obligation
Consumer decision making
Self-identity
Surveys and Questionnaires

Keywords

  • structure equation modelling
  • self-identity
  • fair trade
  • ethical obligation

Cite this

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An assessment of ethical obligation and self-identity in ethical consumer decision-making: a structural equation modelling approach. / Shaw, D.; Shiu, E.M.K.

In: International Journal of Consumer Studies, Vol. 26, No. 4, 2002, p. 286-293.

Research output: Contribution to journalArticle

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