Abstract
Consumers usually consider themselves as more ethical than their peers, manifesting a need to appear more socially orientated than they actually are. The main objective of this study was to analyze the influence of social desirability bias on ethical consumer behavior considered at a component level. Data were collected from a sample of 332 Romanian individuals from the 18-26 age group. The data analysis process involved co-variance structural equation modeling performed with the help of AMOS. Results show that both the positive and negative sides of social desirability significantly influence the three dimension of ethical consumer behavior. Therefore, based on results from this study, researchers can better understand the complex structure of ethical consumer behavior form a different point of view.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callMore From: Virgil Madgearu Review of Economic Studies and Research
Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
