RT Article
T1 Understanding Ethical Consumers Through Person/Thing Orientation Approach
JF Journal of business ethics
VO 158
IS 3
SP 637
OP 658
A1 Lee, Hyemi
LA English
YR 2019
UL https://ixtheo.de/Record/1785598759
AB Research reflects the importance of understanding the motivational variables of ethical consumer behavior. However, existing research has been limited to more narrowly construed factors that show an obvious link with ethics. Currently, empirical work on motivational factors relevant to orientations working across context is scarce. To address this gap, this project investigated ethical consumption from the perspective of person orientation (PO) and thing orientation (TO), both of which presumably motivate individual differences. For this purpose, three main studies were conducted by using correlational and experimental approaches to assess the relationships among PO, TO, and ethical consumer behavior. Across the three studies, the current research provides strong evidence for PO as a key driver of ethical consumption behavior. In contrast, the role of TO was inconsistent. Moderating effects of gender were also somewhat apparent. The findings suggest that individual orientations are important motivational variables for better understanding ethical consumers and that future researchers should further investigate PO/TO in this context.
K1 Socially conscious consumer behavior
K1 Ecologically conscious consumer behavior
K1 Thing orientation
K1 Person orientation
K1 Ethical consumer behavior
DO 10.1007/s10551-017-3661-9