Browse > Article
http://dx.doi.org/10.13106/jidb.2022.vol13.no4.15

Factors Affecting Ethical Consumption: Applying Extended Planned Behavior Theory and Motivation Theory  

KIM, Pil Rye (Department of Business Administration, Korea Aerospace University)
PARK, Sang Beom (Department of Business Administration, Korea Aerospace University)
Publication Information
The Journal of Industrial Distribution & Business / v.13, no.4, 2022 , pp. 15-34 More about this Journal
Abstract
Purpose: The purpose of this study is to grasp the concept of ethical consumption that is inevitably one of the behaviors of consumption and to find factors affecting ethical consumption. The most special idea of this study is including motive in the research model. And motive will influence the factors affecting the intention to behave. Research design, data, and methodology: Considering variables affecting ethical consumption, we first adopted the T theory of Planned Behavior. There are three variables of attitude, subjective norm, and perceived behavior control in the model. In addition to variables used in the Planned Behavior Theory, ethical duty, self-identity, motive, neutralization, ambivalence are included in the study. Questionnaires are made for survey, and investigation was conducted from 1th March to 11th of March. Total 360 copies are used for analysis. SPSS version 23 was used for analysis. Results: Study results show that first, the variables of attitude, subjective norm, perceived behavioral control, ethical duty, self-identity are turned to be statistically significant factors affecting ethical consumption intention. In this study, we defined the ethical consumption as voluntary, self-sacrifice needed, and additional efforts required behavior, therefore motive thought to be needed at fist for individual consumer to form intention. For neutralization and ambivalence, neutralization does not affect ethical consumption directly or indirectly, but we found ambivalence has moderating effect while motive affecting attitude, perceived behavior control, self-identity and has moderating effect while attitude, subjective nom, perceived behavior control, self-identity affects intention. Ambivalence means individual consumer's thought or preoccupation toward ethical consumption, in other words, consumer may have fiendly or unfriendly, positive or negative impression to it. Overall, motive and ambivalence are important factors for ethical consumption. Motive plays some role from the start influencing main factors affecting ethical consumption. Ambivalence also functions by moderating variables. Thinking of ambivalence taking account of essence of ethical consumption, some consumers may have pretext or justification for not doing ethical consumption which may again annoy themselves. Conclusions: In conclusion, for intention to ethical consumption to be formed motive should be activated beforehand and ambivalence should be considered. Negative ambivalence toward ethical consumption should be removed and positive ambivalence should be developed.
Keywords
Ethical Consumption; Planned Behavior Theory; Theory of Motive; Ethical Duty; Self-Identity; Neutralization; Ambivalence;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
연도 인용수 순위
1 Szmigin, I., & Carrigan, M. (2006). Consumption and community: choices for women over forty. Journal of Consumer Behavior, 5(4), 292-303.   DOI
2 Hong, E. S., & Shin, H. Y. (2011). A study on ethical consumption behaviors of college students: Classification and analysis according to the ethical consumption behaviors. Korean Journal of Human Ecology, 20(4), 801-817.   DOI
3 Hong, Y. G. (2009). A case study of ethical consumer in Korea (Unpublished doctoral dissertation). The Catholic University, Seoul, Korea.
4 Hong, Y. K., & Song, I. S. (2008). A Study of Cases of Ethical Consumption in the Analysis of Purchasing Motives of Environmentally-Friendly Agriculture Products, Journal of Consumption Culture, 11(3), 23-42.   DOI
5 Huh, E. J. (2011). The Determinants of Consumer's Attitude and Purchase Intention on the Ethical Products, Journal of Consumer Studies, 22(2), 89-111.
6 Hull, C. L. (1952). A behavior system; an introduction to behavior theory concerning the individual organism.
7 Jung, H. J., & Oh, K. W. (2013). Impacts of Ethical Consumption Beliefs on Attitudes toward Eco-Friendly Faux Leather Apparel Products and Mediating Roles of Perceived Consumer Effectiveness and Apparel Environmental Knowledge. Journal of the Korean Society of Clothing and Textiles, 37(2), 125-137.   DOI
8 Kang, C. H. (2003). An Exploratory Study on individual Philanthropic Giving and Volunteering in Korea, Korea NPO Review, 2, 161-205.
9 KIM, J. H., & Park, E. A. (2015). Determinants of Pro-environmental Behavior and Environmental Consumerism: Focusing on Norm and Motivation, Journal of Consumer Studies, 26(1), 1-22.
10 Ko, A. R., & Jun, S. E. (2010). A Qualitative Study on Characteristics of Ethical Consumer: Focusing on Comparison between Well-being consumption and Ethical consumption, Conference Proceedings of The Korean Society of Clothing and Textiles, 152-152.
11 Kurland, N. B. (1995). Ethical intentions and the theories of reasoned action and planned behavior 1. Journal of Applied Social Psychology, 25(4), 297-313.   DOI
12 Kuther, T. L. (2002). Rational decision perspectives on alcohol consumption by youth: Revising the theory of planned behavior. Addictive Behaviors, 27(1), 35-47.   DOI
13 Kwon, M. H., Rhee, K. C. (2000). Variables Affecting on the Rationality of Consumption Behavior of Adolescent Consumers, Journal of Korean Home Management Association, 18(2): 175-190.
14 Lee, J. K. (2013). A Study on the Determinants of Subscription Intention to Paid Local Newspapers among College Students Receiving NIE: With a Focus on Comparison between Prospective Ongoing Users and Non-users, Media, Gender & Culture, (27), 191-230.
15 Uusitalo, O., & Oksanen, R. (2004). Ethical consumerism: a view from Finland. International Journal of Consumer Studies, 28(3), 214-221.   DOI
16 Rivis, A., & Sheeran, P. (2013). Automatic risk behavior: direct effects of binge drinker stereotypes on drinking behavior. Health Psychology, 32(5), 571-580.   DOI
17 Oh, J. C., & Jang, H. S. (2012). A Study on the Ethical Consumption Applied to the Modified Theory of Reasoned Action. Journal of Korea Service Management Society Symposium, 199-220.
18 O'Keefe, D. J. (2002). Guilt as a mechanism of persuasion. The persuasion handbook: Developments in theory and practice, 329-344.
19 Randall, D. M., & Gibson, A. M. (1991). Ethical decision making in the medical profession: An application of the theory of planned behavior. Journal of Business Ethics, 10(2), 111-122.   DOI
20 Schwartz, S. H. (1977). Normative influences on altruism. In Advances in experimental social psychology (Vol. 10, pp. 221-279). Academic Press.
21 Lee, S. A, Kim, G. S., Song, J. G. (2009). "The Effect of Fair Trade on Consumer Behavior: In Terms of Ethical Consumerism", Korean Management Review, 38(1), 295-315.
22 Lee, Y. H. (2017). "A Study on Ethical Consumption Behavior According to College Students' Personality Traits and Perception of Consumption Society. Family and Environment Research, 55(1), 27-44.   DOI
23 Banerjee, D., Cronan, T. P., & Jones, T. W. (1998). iModeling IT Ethics: A Study of Situational Ethics, i MIS Quarterly (22:1), 31-60.   DOI
24 Gibson, A. M. (1992). An empirical investigation into ethical decision making in accounting. Unpublished doctoral dissertation. Washington State University, College of Business and Economics, USA.
25 Ajzen, I. (1988). Attitudes, personality, and behavior. Homewood, IL:Dorsey Press.
26 Bagozzi, R. P. (1992). The self-regulation of attitudes, intentions, and behavior. Social Psychology Quarterly, 178-204.
27 Boyd, B., & Wandersman, A. (1991). Predicting Undergraduate Condom Use with the Fishbein and Ajzen and the Triandis Attitude-Behavior Models: Implications for Public Health Interventions 1. Journal of Applied Social Psychology, 21(22), 1810-1830.   DOI
28 Clark, D., & Unterberger, R. (2007). The rough guide to shopping with a conscience. Rough Guides.
29 Castro, P., Garrido, M., Reis, E., & Menezes, J. (2009). Ambivalence and conservation behavior: An exploratory study on the recycling of metal cans. Journal of Environmental Psychology, 29(1), 24-33.   DOI
30 Cha, T. H., & Ha, J. Y. (2010). "Why do Consumers Purchase Fair Trade Products?: An Exploratory Study", Journal of Consumer Culture, 13(1), 1-20.
31 Conner, M., Graham, S., & Moore, B. (1999). Alcohol and intentions to use condoms: Applying the theory of planned behavior. Psychology and Health, 14(5), 795-812.   DOI
32 Costarelli, S., & Colloca, P. (2004). The effects of attitudinal ambivalence on pro-environmental behavioral intentions. Journal of Environmental Psychology, 24(3), 279-288.   DOI
33 Fishbein, M., & Stasson, M. (1990). The Role of Desires, Self-Predictions, and Perceived Control in the Prediction of Training Session Attendance 1. Journal of Applied Social Psychology, 20(3), 173-198.   DOI
34 Witkowski, T. H., & Reddy, S. (2010). Antecedents of ethical consumption activities in Germany and the United States. Australasian Marketing Journal, 18(1), 8-14.   DOI
35 Chun, K. H., Song, I. S., Hong, Y. K., & Yoon, M. A. (2012). 'A Study on Changes in Cognition and Practice of Undergraduate Students After Taking the Course 'Consumption and Ethics', Korea Journal of Human Ecology, 21(3), 505-526.   DOI
36 Barnett, R. C. (1998). Toward a review and reconceptualization of the work/family literature. Genetic Social and General Psychology Monographs, 124(2), 125-184.
37 Shaw, D., & Shui, E. (2002). An assessment of ethical obligation and self-identity in ethical consumer decision-making: A structural equation modeling approach. International Journal of Consumer Studies, 26(4), 286-293.   DOI
38 Jun, S. M. (2016). "The Influence of Consumers" Moral Development on Ethical Consumption Focusing on Moderating Effect of Moral Development on Ethical Purchase Behavior, The Korea Journal of Consumer and Advertising Psychology, 17(4), 687-709.   DOI
39 Park, M. H., Kang, Y. J. (2009). Study on the Concept and Practice of Ethical Consumption. Korea Journal of Human Ecology, 18(5), 1047-1062.   DOI
40 Hong, Y. G., & Song, I. S. (2010). A case study of ethical consumer in Korea, Journal of Consumption Culture, 13(2), 1-25. http://doi.org/10.17053/jcc2010.13.2.001   DOI
41 Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179-211.   DOI
42 Caprara, G. V., Alessandri, G., & Eisenberg, N. (2012). Prosociality: the contribution of traits, values, and self-efficacy beliefs. Journal of Personality and Social Psychology, 102(6), 1289.   DOI
43 Cha, D. P. (2005). Understanding Binge-Drinking : A Test of the Theory of Planned Behavior. Korea Journal of Journalism Communication & Information, 49(3): 346-372.
44 Chang, H. W., J. A. Pilavin, & P. L. Callero. (1988). Role Identity and Reasoned Action in the Prediction of Repeated Behavior, Social Psychology Quarterly, 51, 303-357.   DOI
45 Devinney, T. M., Auger, P., & Eckhardt, G. M. (2010). The myth of the ethical consumer hardback with DVD. Cambridge University Press.
46 Chatzidakis, A., Kastanakis, M., & Stathopoulou, A. (2016). Socio-cognitive determinants of consumers' support for the fair trade movement. Journal of Business Ethics, 133(1), 95-109.   DOI
47 Conner, M., & McMillan, B. (1999). Interaction effects in the theory of planned behavior: Studying cannabis use. British Journal of Social Psychology, 38(2), 195-222.   DOI
48 Crowe, R., & Simon, W. (2000). Who are the ethical consumers? (pp. 1-44). Manchester: Cooperative Bank.
49 Harrison, R., T. Newholm, & D. Shaw. (2005). 'Introduction', in R. Harrison, T. Newholm, & D. Shaw (eds) The Ethical Consumer, pp. 1-8. London: SAGE.
50 Harrington, S. J. (1996). The effect of codes of ethics and personal denial of responsibility on computer abuse judgments and intentions. MIS Quarterly, 257-278.
51 Hong, E. S., & Shin, H. Y. (2010). The Ethical Consumptions and Related Variables of the Undergraduate. Journal of Korean Home Management Association, 28(5): 131-149.
52 Lee, Y. K., Song, Y. C. (2012). A Study on Factors Affecting Donation Intention: Planned Behavior Theory and Motivation Theory. Korea Public Management Review, 26(3), 189-211.   DOI
53 Mintel (1994), The Green Consumer, Mintel, London, Vol. 1 and 2.
54 Netemeyer, R. G., Burton, S., & Johnston, M. (1991). A comparison of two models for the prediction of volitional and goal-directed behaviors: A confirmatory analysis approach. Social psychology quarterly, 87-100.