Ethical consumption behaviours in supermarket shoppers: determinants and marketing implications |
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Authors: | Chanaka Jayawardhena Kevin Morrell Chris Stride |
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Institution: | 1. Hull University Business School, University of Hull, Hull, UK;2. Warwick Business School, University of Warwick, Coventry, UK;3. Institute of Work Psychology, University of Sheffield, Sheffield, UK |
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Abstract: | Understanding how consumers make ethical purchases has numerous benefits for firms and other stakeholders. Although several ethical decision-making frameworks seek to explain such purchasing behaviour, they typically focus on the content of such decisions, rather than considering how such decisions unfold in a given context. Yet, the complexities of consumer choice suggest that greater insight into how consumers make ethical purchases in store can enhance understanding. We report our findings from a survey of a geographically disperse sample of 688 UK shoppers and argue that a naturalistic theory of decision making, image theory, enhances our ability to explain consumer behaviour in this setting. As well as contributing to theoretical understanding of consumer choice, this has implications for the merchandising of ethical products, such as Fair Trade and ‘green’ goods. |
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Keywords: | Ethical decision making Fair Trade non-GM green purchasing image theory |
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