Ethical Self-identity Research Articles

Young customers’ intention to purchase organic food in South Africa: extending the theory of planned behaviour

Ethical consumption has become an increasing trend as young customers get increasingly aware of their environmental and ethical responsibilities. The study aimed to examine the determinants of organic food purchase intention and behaviour of young customers in South Africa by extending the Theory of Planned Behaviour (TPB). The main objective of the study was to determine the effects of TPB constructs (attitude, subjective norms and perceived behavioural control) on young consumers’ intention to purchase organic food. Also, the study investigated whether the extended TPB model would improve the predictive validity of the model. The TPB was modified by the addition of three value constructs (health, environmental and appearance consciousness) as antecedents of attitude and intention and two personal factors (moral norms and ethical self-identity) as predictors of purchase intention. In addition, the study examined the mediating effects of attitude towards organic food in the relationship between value and purchase intention. Furthermore, the study determined the effect of intention on actual organic food purchase behaviour of young consumers. The study adopted a quantitative research approach and data was collected through the cross-sectional survey method using self-administered questionnaires from four hundred and three respondents. The questionnaires were distributed to the respondents through mall intercept and the Partial Least Square Structural Equation Modelling (PLS SEM) was used to test the hypotheses of the study. The findings confirmed that two constructs of the TPB (attitude towards organic food and perceived behavioural control) are predictors of purchase intention. In addition, health and environmental consciousness are antecedents of attitude and intention. Attitude mediates the relationship between health, environmental consciousness and intention. Furthermore, intention is a predictor of behaviour. Recommendations to improve the purchase of organic food focus on communication by marketers to consumers about the benefits of organic food. The study concludes that the extended TPB is an applicable theoretical framework to explain the purchase of organic food by young consumers.

Does Green Purchase Intention Mediate the Effect of Ethical Self Identity on Green Purchase?

This research aims to examine the influence of ethical self-identity on green purchasing, mediated by green purchase intention. The study elucidates pro-environmental behavior concerning the purchase of environmentally friendly products that support issues related to the circular economy in the digital era. The research methodology employs a quantitative deductive approach to test hypotheses. A survey research design was used to investigate green purchasing behavior, with a sample size of 205 respondents from the Surakarta city area. Non-probability sampling was utilized employing the purposive sampling method. Instrument tests included assessments for convergent validity, discriminant validity, as well as reliability tests using Cronbach's alpha and composite reliability, confirming valid and reliable results. These instrument tests and hypothesis testing were conducted using Smart PLS 3.2.9 software, generating output for the outer model and inner model. Data analysis involved a two-step algorithm process and bootstrapping. The analysis results indicate that ethical self-identity and green purchase intention significantly influence green product purchasing behavior. It was evidenced that the intention to purchase green products mediates the influence of ethical self-identity on green product purchasing behavior.

A Multi-Analytical Approach to Predict Value-Based Determinants of Sustainable Luxury Consumption: Roles of Conspicuous Ethical Self-Identity and Green Advertising Receptivity

Keywords: artificial neural network ethical self-identity generational differences green advertising receptivity purchase intention structural equation modelling sustainable luxury theory of consumption values

Mindfulness and green purchase intention: A mediated moderation model uncovering the role of ethical self-identity

Ecological economists seek alternatives to capitalism that might establish societies that prioritize respect for the planet. Building on recent conceptual works, the current research adopts a self-determination perspective on human motivation to propose a mediated moderation model in which mindfulness affects green purchase intentions (GPI). Specifically, a self-ethical identity might mediate the relationship between dispositional mindfulness and GPI, and mindfulness training should enhance this effect. The test of the proposed model, with 778 members of the general population in France, affirms the hypothesized relationships, including a positive relation between trait mindfulness and GPI that is significantly mediated by self-ethical identity. Attending mindfulness training also has a moderating effect on this mediated relationship. The current study accordingly contributes to ongoing research designed to understand the potential benefits of mindfulness for resolving sustainability challenges.

Socially conscious consumer behavior: the role of ethical self-identity and priming

Socially conscious consumer behavior: the role of ethical self-identity and priming

Boosting ecological food consumption behavior among millennials: role of health consciousness, perceived consumer effectiveness and ethical self-identity

PurposeThe aim of the current study is to examine the effect of health consciousness, perceived consumer effectiveness and ethical self-identity on customers green purchase intention and actual behavior through an antecedent–focus–outcome relationship in the context of Bangladesh.Design/methodology/approachFor this study, research design was cross sectional and self-administered questionnaire was used for collecting data from the sample respondents. Primary data for this current study were collected from the segment termed as “millennium generation” which consists of young adults between the ages of 18–39 years. Sample technique of this study was judgmental, and a part of non-probability sampling was used for data collection. Statistical tools like SPSS and partial least square (PLS) were employed for the study to examine the impact of the constructs on green purchase intention and behavior.FindingsAfter analyzing the data, the empirical findings obtained via smart Partial Least Square (PLS) approach confirmed out that all the four factors have significant positive relationship with green purchase intention which is also positively related with actual purchase behavior regarding ecological food products.Research limitations/implicationsThe result of the current study provides better understanding and information for the organizations to give more emphasis on the association of health consciousness, ethical self-identity and perceived consumer effectiveness with green purchase intention and actual behavior. The present study will assist as a guide to provide several implications and recommendations to organizations, business owners, academicians and policymakers aiming to encourage green products adoption rate thereby reducing natural degradation and increasing environmental sustainability.Originality/valueThis research establishes the findings that more concentration should be given to enhance ecological consumption and environmental awareness to achieve environmental sustainability and ecological balance in Bangladesh and all other developing countries. The outcomes of the study also contribute to the existing literature by adding new insights to customers' environmental concern and green consumption behavior in the context of Bangladesh.

Embracing biodegradable bags: effects of ethical self-identity on consumer buying behavior

PurposeThis study aims to predict ethical self-identity’s effect on consumer buying behavior of biodegradable bags. Moreover, a moderated mediation model is tested by analyzing the mediating role of attitude and the moderating role of religiosity to investigate buying behavior. Few studies have been conducted to explore moderated mediation to predict consumer behavior based on belief congruence and planned behavior theories, according to previous literature, indicating a literature gap in consumer behavior studies. Accordingly, the moderating role of religiosity in the relationship between ethical self-identity and purchase intention in the context of biodegradable bags was used to contribute to the consumer behavior literature.Design/methodology/approachThe population of the study included literate consumers who are aware of biodegradable bags and keen to buy them. The data were collected from consumers of twin cities (Rawalpindi/Islamabad) via purposive sampling. The data were collected from 310 consumers five-time lags.FindingsThe findings suggest that ethical self-identity influences the buying behavior of consumers toward biodegradable bags. In this study, the theory of planned behavior provides greater implications to predict consumer buying behavior because the subjective norm, perceived behavioral control and attitude were found to have a significant influence on purchase intention, which further predicts the actual consumer behavior.Research limitations/implicationsThe study’s sample was limited to one geographical area and the sample was limited to only biodegradable bags. Future studies may go for a cross-comparison of industries or multiple environment-friendly products to enhance the generalizability of the research.Practical implicationsThis study provides useful insights to the companies of consumer-based brands to use eco-friendly practices from production to packaging and consumption. Environment-friendly consumers are ready to pay a premium price for environment-friendly products, which encourages decision-makers companies to cater to this niche market. Moreover, companies can focus on factors that influence their decision-making, such as ethical and moral values of responsibility, while planning their advertising strategies. Furthermore, the positioning of the environmental or consumer personal care products should be done by considering the personal disposition factors because they reinforce the actual behavior of employees.Social implicationsFor researchers, this research opens new avenues for predicting consumers’ buying behavior by applying the theory of planned behavior in the plastic bag industry. This study provides useful insights to the companies of consumer-based brands to use eco-friendly practices from production to packaging and consumption.Originality/valueThe proclivity to buy biodegradable bags increased over time, providing opportunities to the companies to offer environmentally friendly products to an increasing number of customers. However, personal deposition factors, such as religiosity and consumer views, are less well understood in terms of predicting actual behavior. Few studies have been conducted to explore moderated mediation to predict consumer behavior based on belief congruence and planned behavior theories, according to previous literature, indicating a literature gap in consumer behavior studies.

Investigating the Role of Ethical Self-Identity and Its Effect on Consumption Values and Intentions to Adopt Green Vehicles among Generation Z

Consumption values and consumer identities have been widely explored as needed in the literature on sustainability, but they are mainly treated as separate predictors of sustainable behavior. Researchers are calling for further analysis of these variables’ combined impacts to investigate sustainable behavior. This research integrates consumption values theory (functional, social, conditional, epistemic, and emotional) and ethical self-identity to explore the intention to adopt green vehicles among Generation Z. The data in this paper were collected from 319 respondents through a structured questionnaire in two universities in Islamabad, Pakistan. We used the PLS-SEM approach to analyze the results; we found that functional value (quality), social value, conditional value, and emotional value significantly influenced the intention to adopt green vehicles among Generation Z. The study further demonstrated that ethical self-identity significantly mediates the relationship between consumption values and the intention to adopt green vehicles among Generation Z. Our findings indicate that ethical self-identity inferences are favorable when promoting green vehicles among Generation Z. Therefore, the results of this study provide novel understandings for marketers and policymakers in Pakistan to emphasize the improvement of consumer values and ethical self-identity, which will eventually contribute to the adoption of green vehicles. In addition, automakers should promote green ideas, to encourage Generation Z to replace their existing vehicles with alternative green options in Pakistan.

Evaluating citizen-consumers' attitude toward high social content products: the case of social farming

PurposeSocial Farming (SF) is an expression of agricultural diversification and multifunctionality, due to its ability to create positive externalities through the inclusion of vulnerable individuals. For this reason, products derived from SF are characterized by social quality attributes, which, however, are not often recognized by the market. This study aims to investigate the reasons behind the lacked recognition of the value created by SF analyzing the willingness to pay (WTP) for such products and the factors affecting citizen-consumers' purchasing behavior.Design/methodology/approachData were collected through a convenience sample (N = 350) via a web-based structured questionnaire. Psycho-attitudinal scales, previously validated in literature, were adopted to characterize the citizen-consumers interviewed. A logistic regression was run in order to determine those characteristics of respondents affecting their intention to purchase SF products, while an ordered logistic regression was performed to uncover the determinants of consumers' WTP for SF products.FindingsThe results show the relevant role of the level of education, household size and ethical self-identity in affecting the willingness to support SF activities by paying a price premium for its products. Lack of availability and information about SF products are the main factors limiting their purchase.Originality/valueThe study offers interesting results outlining future research fields about market penetration strategies and policy implications.

Fostering ethical consumption in food sector: Insights from the Italian Solidarity Purchasing Groups

PurposeThe paper aims at investigating antecedents and predictors of consumers' buying and consumption processes within the Italian Solidarity Purchasing Groups (SPGs) to enrich current debate about drivers and levers on which act for fostering ethical consumption in food sector.Design/methodology/approachBuilding upon the theory of planned behavior (TPB) a theoretical model is proposed for depicting possible antecedents and predictors of consumers' buying and consumption processes in food sector. The validity of the model has been tested via partial least squares structural equation modeling (PLS-SEM) using SmartPLS for analyzing primary data collected through a structured questionnaire from 354 consumers engaged in SPGs.FindingsWithin the domain of food buying and consumptions through SPGS, results show that consumers' behavior intention (BI) is influenced by consumers' attitude (ATT) and perceived behavioral control (PBC). Moreover, the research also demonstrates that consumers' ATT is influenced by consumers' ethical self-identity (ETH), consumers' willingness to support local economy (SLE), and food safety concern (FSC).Originality/valueThe study contributes to the ongoing debate on sustainable consumerism focusing the attention on SPGs as emerging social organizations inspired by ethical food consumption. Both theoretical development and empirical evidences enrich current knowledge about drivers and levers on which act for fostering ethical consumption in food sector.

What drives willingness to purchase and stated buying behavior toward organic food? A Stimulus–Organism–Behavior–Consequence (SOBC) perspective

The consumption of organic food is gaining ground globally due to consumers’ concerns for personal health and food safety. Several countries, such as Japan, are turning their focus to promoting organic food consumption, but research is scarce on Japan’s organic food market. Additionally, despite consumers’ positive predisposition, retail sales in Japan for organic food are low, and there is a need to understand the reason for this disparity. The present study addressed this need by examining factors that may drive consumers’ willingness to purchase (WTP) and stated buying behavior (SBB) toward organic food through the Stimulus–Organism–Behavior–Consequence (SOBC) paradigm. The developed model was tested using cross-sectional data collected from 928 Japanese consumers. Study findings suggest that food safety concerns (FSC) and health consciousness are positively related to openness to change, and ethical self-identity. Further, openness to change and ethical self-identity are positively associated with WTP, while SBB is positively associated with WTP. In addition to this, buying frequency positively moderated the association of self-identity with WTP and WTP with SBB. The study offers critical implications for researchers, marketers and retailers.

Consumer Attitude to Firms’ Unethical Behaviours : The Role of Ethical Self-Identity and Brand Relationship Quality

Consumer Attitude to Firms’ Unethical Behaviours : The Role of Ethical Self-Identity and Brand Relationship Quality

An ethical exploration of the narratives surrounding substance use and pain management at the end of life: a discussion paper.

This discussion article examines narrative positioning related to pain management for people who use substances at the end of life. We explore how dominant narrative genres associated with biomedicine, such as ‘restitution’ and narratives common within the context of drug services such as ‘recovery’ can hinder effective pain management within this population. We argue that these discourses can marginalise the ethical self-identity of patients who use substances at the end of life. It can also trouble health and social care professionals in supporting patients and generating counter-narratives that challenge those often associated with substance use. Stigma is a common experience for this population with stereotyping as ‘junkies’ and associated with criminality. They are positioned as drug-seeking, and this requires more surveillance at the end of life when opioid therapy is potentially more available and authorised. This can make it challenging to generate ‘companion’ stories that are positive and maintain moral adequacy. Dominant biomedical narrative genres often prevent the recognition of the fractured stories that people using substances can often present with. This can lead to narrative silencing and to the under treatment of pain. The person’s self-identity is invested in narratives of recovery, and opioid use symbolises their addicted past because for practitioners, this population is at clinical risk with the potential for drug seeking behaviours. Whilst not requiring formal ethical review this discussion paper was constructed in accordance with good scientific practice with the work of other researchers respected and cited appropriately.

Exploring Attributes of Ethical Leadership and Ethical Guidelines in Malaysian Public Sector

State departments, federal departments, statutory bodies, local authorities and district and land office of Malaysian Public Sector are responsible to provide ethical and efficient public services. However, due to the absence of ethical leadership and organizational ethical guidelines, cases of corruption and mismanagement continue to occur in the public sector. Thus, the objective of this paper is to explore the attributes of ethical leadership and ethical guidelines in Malaysian public sector. This study employs a qualitative research by analyzing data from interviews with key informers of public sector using conceptual content analysis. The study reveals role model, attachment, ethical support, knowledgeable, disciplined, shared values, virtue values and leaders’ spirituality encouragement as the attributes of ethical leadership. Meanwhile, guidance, communication, check and balance, concern on stakeholders and compliance are the attributes of ethical guidelines. These identified attributes should become the ethical identity and ethical direction of Malaysian Public Sector. Thus, ethical leadership and ethical guidelines are to be the internal mechanism for organizational ethical self-identity precautionary. This would enhance the public trust as well as the international community trust towards public sector.

The mindful consumer: Balancing egoistic and altruistic motivations to purchase local food

Today's more “mindful” consumers’ food consumption decisions are changing as they attempt to balance egoistic and altruistic motivations. This study explores the relative importance of these types of motivations in influencing Australian consumers’ attitudes towards, and purchase frequency of, local food. Factors examined include ethical self-identity, environmental consciousness, health consciousness and food safety. Results indicate egoistic motivations may influence local food consumption decisions more strongly than altruistic motivations. Recommendations for producers and retailers of local food in appealing to more “mindful” consumers suggest more focused marketing and communication strategies, clearer branding and labelling of produce, and training of service staff.

친환경레스토랑 방문 소비자들의 장소정체성과 윤리적 자아정체성이 인지적 만족을 매개로 충성도와 협조에 미치는 영향: 마음챙김의 조절효과*

친환경레스토랑 방문 소비자들의 장소정체성과 윤리적 자아정체성이 인지적 만족을 매개로 충성도와 협조에 미치는 영향: 마음챙김의 조절효과*

Cross-Cultural Comparison on Ethical Fashion Consumption Behavior and Related Factors: Focusing on Consumers in South Korea and Germany

This study analyzes the relation of the consumption values and ethical fashion consumption behavior as well as other influential factors between Korean and German ethical consumers based on the `Modified Theory of Planned Behavior.` A survey was conducted on female consumers in their 20s and 30s, who experienced ethical fashion consumption in Seoul and Berlin. A factor analysis, reliability analysis, F -test and multiple regression analysis were performed for model verification. The research results indicated that emotional value (in case of Korea) and functional value out of consumption values (in case of Germany) have significant effects in regards to the influence of consumption values on ethical self-identity. The effects of ethical self-identity on ethical fashion consumption behavior indicated that Korean ethical self-identity influenced the ethical fashion consumption behavior of moderating and simplicity and eco-friendly certification versus local consumption as well as above factors (in case of Germany) explained by ethical self-identity. Both variables had a negative moderating effect in Korea in regards to the moderating effects of social comparison and materialism in the relations of ethical self-identity and ethical fashion consumption behavior; however, only materialism was an influential factor in Germany. The results of the research variables by individualism/collectivism indicated that the horizontal-collectivism group showed the highest ethical self-identity along with the lowest materialism tendency that had a high point of consumption behavior towards local consumption. However, the vertical-individualism group was outstanding. The consumption behavior aimed at moderating and simplicity.

The Influence of CSR and Ethical Self-Identity in Consumer Evaluation of Cobrands

An important aspect of brand perception emanates from its corporate social responsibility (CSR) activity. When two brands involved in CSR activities form a cobranding alliance, their respective CSR perceptions can impact consumer attitudes toward the alliance. As an ethically-oriented strategy, the alliance can be potentially beneficial to both partner brands, and can create opportunities for promoting CSR activities. The research streams on brand management, cobranding, and CSR, however, are silent about this important branding strategy that has several embedded business and societal benefits. This study examines how CSR-based consumer perceptions and ethical self-identity impact consumer evaluation of cobrands. Employing a quasi-experimental between-subjects design, the study tests six cobranding scenarios in three product categories. The data were collected via structured questionnaires resulting in 318 valid responses. The data were analyzed employing Partial Least Squares Structural Equation Modeling. The results confirm that positive CSR perceptions toward the partner brands are robust indicators of attitudes toward cobrands. Further, the match between the CSR activities of the partner brands (positive CSR fit) and the product categories (product fit) influences cobrand attitudes. The results also show evidence of ‘spill-over’ effects, where the alliance has a positive impact on subsequent CSR perceptions toward the partner brands. Additionally, the findings demonstrate an asymmetry in the effects of the cobrand on subsequent CSR perceptions wherein consumers with low ethical self-identity show greater spill-over effects from the cobrand than those with high ethical self-identity. The study contributes to knowledge in the domains of business ethics, cobranding, and social responsibility. The findings have managerial implications for designing CSR-based ethical branding strategies for cobrands.

Organic food as self-presentation: The role of psychological motivation in older consumers' purchase intention of organic food

This study aimed to identify key motives behind organic food purchase intention of older consumers. We incorporated an under researched motive, self-presentation, a psychological motivation, with food safety concerns, environmental concerns, and ethical consumer-identity, in order to investigate its relative importance in older consumers' behavioral intentions. The results showed that self-presentation and food safety concerns are meaningful motives for older consumers' purchase intentions, while environmental concerns and ethical self-identity do not improve their buying intention. In addition, a comparison with younger consumers revealed additional insights into the role of ethical consumer-identity.

The influence of ethical values and food choice motivations on intentions to purchase sustainably sourced foods

This study examined a three-step adaptation of the Theory of Planned Behaviour (TPB) applied to the intention of consumers to purchase sustainably sourced food. The sample consisted of 137 participants, of which 109 were female, who were recruited through a farmers market and an organic produce outlet in an Australian capital city. Participants completed an online questionnaire containing the TPB scales of attitude, subjective norms, perceived behavioural control and intention; measures of positive moral attitude and ethical self identity; and food choice motives. Hierarchical multiple regression was used to examine the predictive utility of the TPB in isolation (step 1) and the TPB expanded to include the constructs of moral attitude and ethical self-identity (step 2). The results indicated the expansion of the TPB to include these constructs added significantly to the predictive model measuring intention to purchase sustainably sourced food. The third step in the adaptation utilised this expanded TPB model and added a measure of retail channel (where consumers reported buying fresh produce) and 9 food choice motives, in order to assess the predictive utility of the inclusion of choice motivations in this context. Of the 8 food choice motives examined, only health and ethical values significantly predicted intention to purchase sustainably sourced food. However, with the addition of food choice motives, ethical self-identity was no longer a significant predictor of intention to purchase sustainably sourced food. Overall the adapted TPB model explained 76% of the variance in intention to purchase sustainably sourced food.