Developing A Framework for EthicallyQuestionable Behavior in Consumption

In light of the growing interest in "ethically questionable" consumer behavior, this study explores possible explanations of the occurrence of such behaviour, and subsequently develops a theoretical framework. The study is based upon data collected from 72 U.K. consumers, acquired from a projective approach with scenarios. Taking the theory of planned behavior (TPB) as an initial analytical framework, attitude, social influence, opportunity(as perceived behavioral control in TPB) and perceived unfairnessare identified as the antecedents of ethically questionable behavior (EQB). Social influenceis extended to include a broader range of external influences from subjective norm in TPB. Opportunityis considered to represent an aspect of perceived behavioral control as available resource to engage in EQB. Perceived unfairnessis presented as an additional component and refers to the extent to which an actor is motivated to redress an imbalance that is perceived as unfair. Binary logistic models suggest that attitudeand social influenceconsistently impact on EQB, as TPB would predict. Analysis of variance suggests that perceived unfairnessand opportunity, though context specific, also show signs of significant influence on the acceptance and practice of this behavior. Additional to the construct of TPB, this study develops the dimension of perceived unfairnessin the context of EQB decision-making. In the context of TPB, it provides further insight into our understanding of EQB, helping to provide a theoretical framework.     

计划行为理论和中国消费者绿色消费行为

影响消费者绿色消费行为的因素包括消费者的认知和心理变量、社会文化因素、个人因素、自我效能、实施环境行为的便利或障碍程度等,本文基于计划行为理论整合了这些因素,以审视不同变量的相对影响程度,探究介于这些变量与绿色消费行为之间的中介变量,认为绿色消费行为是行为意图和感知行为控制的函数,行为意图依次取决于态度、主观规范和感知行为控制,这三种因素分别取决于信念、个人相对利益、社会相对利益和复杂性以及自我效能与便利条件。     

Reasoned Action and Food Choice in a Transitional Economy

ABSTRACT

This study examines predictive factors of consumer behaviour in food, employing a study of 485 Romanian respondents using the Theory of Reasoned Action (TRA). Drawing on a structural equation models approach, causal paths for six products were estimated. Habit emerged as the most significant predictor of behavioral intention. The results of this empirical study support the notion that attitudes and habits influence behavioral intentions toward food consumption. A modification of the TRA, within the context of income constraints, is proposed in the form of willingness to consume. Competing structural models are discussed, and the implications of the study for both marketers and consumers are highlighted.     

Jingle bells or ‘green’ bells? The impact of socially responsible consumption principles upon consumer behaviour at Christmas time

Socially responsible consumption (SRC) behaviours have progressed over the last few years and appear to show signs of a lasting trend. Situations of atypical consumption such as Christmas time, however, raise an important and as of yet unexplored question: What are the influences of unusual situations upon the relationship between people's socially responsible profile and their socially responsible purchase intentions (SRPI)? The objective of this article is thus to use the theory of planned behaviour (Ajzen, 1991 ) and environment‐based variables, called ‘atmospherics’, to answer to this question. A Web survey on a total sample of 301 Canadian consumers, shows that people's past SRC behaviours are positively related to their SRPI in unusual situations. Moreover, the atmosphere of the place consumers are situated in has a negative moderating influence upon this relationship. This result is explained by a change in people's attitude toward SRC. However, this negative moderating effect of atmosphere is contained and constrained by social desirability in the form of subjective norms on SRC and the level of behavioural control consumers perceive.     

Anglo versus Hispanic Children's Influence on Parental Purchase of Cereal

Children's influence on parental purchases of cereal was investigated by unobtrusively observing 15 pair of Anglo and 15 pair of Hispanic children and their parent(s) in the cereal aisle of Allentown, Pennsylvania grocery stores. Tabulation was kept on whether the child did or did not influence the purchase behavior of their parent(s). It was found that overall, children had a statistically significant influence on their parents' purchase behavior (p < .01). Although a percentage difference existed, there was no statistically significant difference between the Anglo children's influence and the Hispanic children's influence on their parents' purchasing behavior of cereal (p < .05).     

Understanding consumers’ social networking site usage

Abstract

The purpose of this research is to examine consumer motivations to use social networking sites (SNSs) for three distinct activities: (1) general SNS usage, (2) the joining of a business’s SNS page and (3) clicking on an advertisement on a SNS. To assist with this exploration we draw upon the decomposed theory of planned behaviour as a theoretical lens and conduct a mixed-method study that utilises both an empirical investigation as well as qualitative focus group interviews in order to delve deeper into specific reasons why individuals engage in SNS activities. Results show that a number of antecedents such as attitude, compatibility, relative advantage, complexity, normative influences and self-efficacy come into play when determining SNS usage activities. However, specific antecedents may vary according to the explicit activity under investigation. This study’s main contribution involves advancing our understanding of consumer behaviour as it relates to SNS activities by examining not only antecedents to intention but also attitude, subjective norms and behavioural control. Other contributions include additional development of the SNS literature, integrating SNSs into a classical theoretical framework and providing valuable insights and implications for both practitioners and researchers alike.