Abstract
Research reflects the importance of understanding the motivational variables of ethical consumer behavior. However, existing research has been limited to more narrowly construed factors that show an obvious link with ethics. Currently, empirical work on motivational factors relevant to orientations working across context is scarce. To address this gap, this project investigated ethical consumption from the perspective of person orientation (PO) and thing orientation (TO), both of which presumably motivate individual differences. For this purpose, three main studies were conducted by using correlational and experimental approaches to assess the relationships among PO, TO, and ethical consumer behavior. Across the three studies, the current research provides strong evidence for PO as a key driver of ethical consumption behavior. In contrast, the role of TO was inconsistent. Moderating effects of gender were also somewhat apparent. The findings suggest that individual orientations are important motivational variables for better understanding ethical consumers and that future researchers should further investigate PO/TO in this context.
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Notes
One US dollar = 1133 South Korean won for June 19, 2017 (www.bloomberg.com/quote/USDKRW:CUR).
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All procedures performed in studies involving human participants were in accordance with the ethical standards of the institutional and/or national research committee and with the 1964 declaration of Helsinki and its later amendments or comparable ethical standards. Informed consent was obtained from all individual participants included in the study.
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The "Pretesting" and "Study 1" of this article are based on a doctoral dissertation submitted to Purdue University (2015).
Appendices
Appendix 1
A: Original SRCB scale (Roberts 1995)
ECCB: 17 items | 1 | I have purchased products because they cause less pollution |
2 | When I purchase products, I always make a conscious effort to buy those products that are low in pollutants | |
3 | I make every effort to buy paper products made from recycled paper | |
4 | When I have a choice between 2 equal products, I always purchase the one which is less harmful to the environment | |
5 | I try only to buy products that can be recycled | |
6 | I use a recycling centre or in some way recycle some of my household trash | |
7 | When there is a choice, I always choose the product which contributes to the least amount of pollution | |
8 | Whenever possible, I buy products packaged in reusable containers | |
9 | If I understand the potential damage to the environment that some products can cause, I do not purchase them | |
10 | I use a low-phosphate detergent or soap for my laundry | |
11 | I have convinced members of my family or friends not to buy some products which are harmful to the environment | |
12 | I do not buy household products that harm the environment | |
13 | I do not buy products in aerosol containers | |
14 | I buy paper towels made from recycled paper | |
15 | To reduce our reliance on foreign oil, I drive my car as little as possible | |
16 | I buy toilet paper made from recycled paper | |
17 | I normally make a conscious effort to limit my use of products that are made or use scarce resources | |
I have switched products for ecological reasons * This item was included in the initial analysis, but not included in the final 25-item scale (Roberts 1995) | ||
SCCB: 8 items | 18 | I do not buy products which use advertising that depicts minority groups in a negative way |
19 | I do not buy products from companies who discriminate against minorities | |
20 | I do not buy products from companies who have investments in South Africa | |
21 | In the past, I have not purchased a product because its advertising depicted women in a negative way | |
22 | I will not buy a product that uses deceptive advertising | |
23 | I do not buy products from companies involved in a labor dispute | |
24 | I do not buy table grapes because of the conditions under which the workers who pick them must live | |
25 | I try to purchase products from companies who make donations to charity |
B: The modified SRCB scale
ECCB: 12 items | 1 | I have purchased products because they cause less pollution |
5 | I try only to buy products that can be recycled | |
7 | When there is a choice, I always choose the product which contributes to the least amount of pollution | |
8 | Whenever possible, I buy products packaged in reusable containers | |
9 | If I understand the potential damage to the environment that some products can cause, I do not purchase them | |
10 | I use a low-phosphate detergent or soap for my laundry | |
11 | I have convinced members of my family or friends not to buy some products which are harmful to the environment | |
12 | I do not buy household products that harm the environment | |
13 | I do not buy products in aerosol containers | |
14 | I buy paper towels made from recycled paper | |
16 | I buy toilet paper made from recycled paper | |
17 | I normally make a conscious effort to limit my use of products that are made or use scarce resources | |
SCCB: 7 items | 18 | I do not buy products which use advertising that depicts minority groups in a negative way |
19 | I do not buy products from companies who discriminate against minorities | |
21 | In the past, I have not purchased a product because its advertising depicted women in a negative way | |
22 | I will not buy a product that uses deceptive advertising | |
23 | I do not buy products from companies involved in a labor dispute | |
24 | I do not buy products made in sweatshops because of the conditions under which the workers are employed | |
25 | I try to purchase products from companies who make donations to charity |
Appendix 2
A: 10 pictures in PO condition
B: 10 pictures in TO condition
Notes: pictures were from the following website
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Lee, H. Understanding Ethical Consumers Through Person/Thing Orientation Approach. J Bus Ethics 158, 637–658 (2019). https://doi.org/10.1007/s10551-017-3661-9
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DOI: https://doi.org/10.1007/s10551-017-3661-9