An assessment of ethical obligation and self-identity in ethical consumer decision making: A structural equation modelling approach

Shaw, D.S. and Shiu, E. (2002) An assessment of ethical obligation and self-identity in ethical consumer decision making: A structural equation modelling approach. International Journal of Consumer Studies, 26(4), pp. 286-293. (doi: 10.1046/j.1470-6431.2002.00255.x)

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Abstract

Research has supported the addition of ethical obligation and self-identity to models of consumer decision-making in ‘ethical’ contexts. The particular placement of ethical obligation and self-identity within a model of ethical consumer decision-making remains unclear. Are these measures an antecedent to attitude or behavioural intention? This paper presents findings from a large scale survey of ethical consumers that explores, through structural equation modelling, the specific placement of these measures within a validated model of ethical consumer decision-making, which uses the theory of planned behaviour as an initial framework. This research is examined within the ‘ethical’ context of fair trade grocery purchasing. (Fairly traded products are those purchased under equitable trading agreements, involving co-operative rather than competitive trading principles, ensuring a fair price and fair working conditions for the producers and suppliers.)

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Shaw, Professor Deirdre
Authors: Shaw, D.S., and Shiu, E.
Subjects:H Social Sciences > H Social Sciences (General)
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:International Journal of Consumer Studies
Publisher:Blackwell Publishing Ltd
ISSN:1470-6423
ISSN (Online):1470-6431
Published Online:11 December 2002

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