Motivations of the Ethical Consumer |
| |
Authors: | Oliver M Freestone Peter J McGoldrick |
| |
Institution: | (1) Manchester Business School, The University of Manchester, Booth Street West, Manchester, M15 6PB, U.K. |
| |
Abstract: | There are strong indications that many consumers are switching towards more socially and environmentally responsible products
and services, reflecting a shift in consumer values indicated in several countries. However, little is known about the motives
that drive some toward, or deter others from, higher levels of ethical concern and action in their purchasing decisions. Following
a qualitative investigation using ZMET and focus group discussions, a questionnaire was developed and administered to a representative
sample of consumers; nearly 1,000 usable questionnaires were collected. The degree of awareness, concern and action regarding
16 ethical issues was quantified, using a measure developed from the Stages of Change concept within the Transtheoretical
model. Motivations for ethical behaviour, in relation to each individual’s most salient ethical issue, were investigated using
initially 22 motive statements within the framework of the Decisional Balance Scale (DBS). The findings suggest that the DBS
and Stages model have an explanatory value within the ethical decision-making context, and that the motives identified do
reflect the Decisional Balance Constructs. Indeed the study suggests that respondents’ motivational attitudes are a function
of their stage of ethical awareness, concern and action. Therefore, the Decisional Balance Scale may well prove useful for
designing appropriate interventions and communications to facilitate movement towards more ethical decision-making. These
findings yield strategic insight for communicating messages to ethical consumers and for better understanding their purchasing
decisions. |
| |
Keywords: | ethical consumers ethical motives transtheoretical model decisional balance scale stages models |
本文献已被 SpringerLink 等数据库收录! |
|