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| Author: | Freestone, O.M. McGoldrick, P.J. |
| Title: | Motivations of the Ethical Consumer |
| Journal: | Journal of Business Ethics
2008 : JUN, VOL. 79:4, p. 445-467 |
| Index terms: | ethics consumers consumer choice |
| Freeterms: | ethical motives |
| Language: | eng |
| Abstract: | This paper investigates motives that drive consumers for higher levels of ethical concern and action in their purchasing decisions. The results are based on focus group interviews, one-to-one ZMET interviews and questionnaires from 988 consumer respondents. Initially 22 motive statements within the framework of the Decisional Balance Scale (DBS) were used for the investigation. The level of awareness, concern and action was quantified, using a measure developed from the Stages of Change concept within the Transtheoretical model. The results show that the DBS and Stages model can be used to explain ethical decision-making and that the identified motives reflect the Decisional Balance Constructs. The study suggests that respondents' motivational attitudes are a function of their degree of ethical awareness, concern and action. |
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