The role of consumer ethical beliefs in product-harm crises

Vassilikopoulou, A., Chatzipanagiotou, K. , Siomkos, G. and Triantafillidou, A. (2011) The role of consumer ethical beliefs in product-harm crises. Journal of Consumer Behaviour, 10(5), pp. 279-289. (doi:10.1002/cb.348)

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Publisher's URL: http://dx.doi.org/10.1002/cb.348

Abstract

<p>The purpose of this paper is to investigate the consumer reaction during a product-harm crisis by examining the interdependencies that exist among their ethical beliefs as consumers, their attributions of blame, their feelings of anger and finally their purchase intentions towards the affected company.</p> <p>To test the five research hypotheses, a questionnaire containing a hypothetical crisis scenario of a fictitious company was distributed to 277 consumers. Respondents were asked to read the scenario and answer questions regarding their attribution of responsibility to the company, their feelings of anger and their purchase intentions. In order to investigate consumers' ethical beliefs, a Consumer Ethics Scale was also included in the questionnaire.</p> <p>Structural equation modelling revealed a significant, positive correlation between attributions of blame, anger and ethical beliefs. Moreover, anger negatively affects purchase intentions, whereas the attribution of blame was not found to be significantly connected to purchase intentions.</p> <p>In spite of the rational connection between ethics and crisis, there is lack of research correlating these two concepts. Based on this gap in the literature, the current research attempts to connect ethical beliefs with consumer reactions and emotions during product-harm crises.</p>

Item Type:Articles
Status:Published
Refereed:Yes
Glasgow Author(s) Enlighten ID:Chatzipanagiotou, Dr Kalliopi
Authors: Vassilikopoulou, A., Chatzipanagiotou, K., Siomkos, G., and Triantafillidou, A.
College/School:College of Social Sciences > Adam Smith Business School > Management
Journal Name:Journal of Consumer Behaviour
ISSN:1472-0817
ISSN (Online):1479-1838
Published Online:09 February 2011

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