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Exploring ethical consumer behavior: a comprehensive study using the ethically minded consumer behavior-scale (EMCB) among adult consumers

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Abstract

This research assesses how adult consumers perceive and behave concerning ethical practices, aiming to comprehend the obstacles that hinder ethical and sustainable consumption. Employing a modified version of the Theory of Planned Behavior (TPB) alongside the Ethically Minded Consumer Behavior-Scale (EMCB), a survey was conducted with 372 participants from Germany, young and educated, to reveal and compare the factors influencing ethical consumption, including both determinants and barriers. The results indicate positive correlations between attitudes toward ethical consumption, ethical obligation, self-identity, and the intention to engage in ethical consumption, while this intention is negatively associated with price. Additionally, the study validates the explanatory power of the modified TPB within the EMCB context. Understanding the drivers and hindrances of ethical consumption is crucial for companies and decision-makers, allowing them to prioritize these factors and refine strategies for promoting ethical consumption. This insight aids marketers in tailoring campaigns to reach this specific market effectively. Given the growing significance of ethical and sustainable consumption, this research provides valuable insights into the motivations and constraints shaping consumer behavior in this domain, contributing to both theoretical understanding and managerial decision-making for those targeting this consumer segment.

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Acknowledgements

The authors would like to thank NECE – Research Unit in Business Sciences, funded by the Multiannual Funding Programme of R&D Centres of FCT – Fundação para a Ciência e a Tecnologia, under the project UIDB/04630/2020, CEGE – Research Centre in Management and Economics, funded by the Multiannual Funding Programme of R&D Centres of FCT – Fundação para a Ciência e a Tecnologia, under the project UIDB/00731/2020, and COMEGI, funded by FCT – Fundação para a Ciência e Tecnologia, under the project UIDB/04005/2020.

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  1. NECE-Research Centre in Business Sciences - Universidade da Beira Interior, Avenida Marquês D’Ávila e Bolama, Covilhã, 6201-001, Portugal

    Paulo Duarte

  2. Católica Porto Business School - Universidade Católica Portuguesa & CEGE, Rua Diogo Botelho 1327, Porto, 4169-005, Portugal

    Susana Costa e Silva

  3. Católica Porto Business School - Universidade Católica Portuguesa, Rua Diogo Botelho 1327, Porto, 4169-005, Portugal

    Isabella Mangei

  4. COMEGI, Universidade Lusíada, Rua da Junqueira, 188 - 198, Lisboa, 1349 - 001, Portugal

    Joana Carmo Dias

  5. IPAM - Instituto Português de Administração de Marketing, Rua Manuel Pinto de Azevedo, 748, Porto, 4100-320, Portugal

    Joana Carmo Dias

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  1. Paulo Duarte
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Duarte, P., e Silva, S.C., Mangei, I. et al. Exploring ethical consumer behavior: a comprehensive study using the ethically minded consumer behavior-scale (EMCB) among adult consumers. Int Rev Public Nonprofit Mark (2024). https://doi.org/10.1007/s12208-024-00404-x

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