"To Buy or Not to Buy?": Exploring Ethical Consumerism in an Emerging Market-India
This article reports the findings of a field study conducted on the purchasing intentions of ethical consumers in India. We explored how the involvement of ethical consumers with social networking sites (SNSs such as Facebook, Twitter, Instagram, Snapchat, LinkedIn, and others) affects their intenti...
| Subtitles: | "Special Issue on Ethical Consumerism in Emerging Markets: Opportunities and Challenges" |
|---|---|
| Authors: | ; ; ; |
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
|
| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer
2024
|
| In: |
Journal of business ethics
Year: 2024, Volume: 191, Issue: 4, Pages: 811-835 |
| Further subjects: | B
Ethical consumption
B Emerging markets B Social networking sites B Purchase intentions B ethical consumers B India |
| Online Access: |
Volltext (lizenzpflichtig) |
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| 520 | |a This article reports the findings of a field study conducted on the purchasing intentions of ethical consumers in India. We explored how the involvement of ethical consumers with social networking sites (SNSs such as Facebook, Twitter, Instagram, Snapchat, LinkedIn, and others) affects their intentions to buy ethical products. Applying an extended theoretical lens of theory of planned behavior and social capital, we present an analysis of a rich qualitative data. We identify and describe 7 dimensions, representing the 19 factors and manifesting the informational, relational, and valuation usage of SNSs that explain their impact on the purchase intention of ethical consumers in India. We conclude by highlighting the decision-making role played by the ethical knowledge and price sensitivity of ethical consumers, reflecting the peculiarities and dynamics of ethical consumption in India. | ||
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