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Actively Persuading Consumers to Enact Ethical Behaviors in Retailing: The Influence of Relational Benefits and Corporate Associates

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Abstract

While consumer motivation to maintain a relationship with a retailer is a function of personal idiosyncratic characteristics, specific perceptions of retailers may play a role in influencing receptivity to relationship maintenance. This study integrates relationship marketing tactics and corporate associates into a model of consumer ethical purchasing behavior that improves the relationship between sellers and buyers. Results show social benefits, special treatment benefits, CSR, and service quality have direct and indirect impact on ethically questionable consumer behaviors in retailing. This study also modifies the consumer ethics scale of Muncy and Vitell (1992) for the East Asian market with good reliability and validity in order to measure ethically questionable consumption behaviors in retailing. Finally, some theoretical contribution and practical implications are discussed.

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  1. Department of Business Administration, School of Business, Feng Chia University, 100, Wenhwa Road, Seatwen, Taichung, 40724, Taiwan

    Hsiu-Hua Chang

  2. Department of Business Administration, School of Management, National Chung Cheng University, 168 Univ. Road, San-Hsing, Ming-Hsiung, Chia-Yi, 62102, Taiwan

    Long-Chuan Lu

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Chang, HH., Lu, LC. Actively Persuading Consumers to Enact Ethical Behaviors in Retailing: The Influence of Relational Benefits and Corporate Associates. J Bus Ethics 156, 399–416 (2019). https://doi.org/10.1007/s10551-017-3595-2

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