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Open Access research that challenges the mind...

The Strathprints institutional repository is a digital archive of University of Strathclyde research outputs. Strathprints provides access to thousands of Open Access research papers by University of Strathclyde researchers, including those from the School of Psychological Sciences & Health - but also papers by researchers based within the Faculties of Science, Engineering, Humanities & Social Sciences, and from the Strathclyde Business School.

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Intending to be ethical: An examination of consumer choice in sweatshop avoidance

Shaw, D. and Shiu, E.M.K. and Beckin, C. and Hassan, L. and Hogg, G. (2007) Intending to be ethical: An examination of consumer choice in sweatshop avoidance. Advances in Consumer Research, 34. pp. 31-38. ISSN 0098-9258

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Abstract

This research seeks to deepen the Theory of Planned Behavior with respect to the motivation and volitional stages underlying behavior. The context of this research is on ethical consumer decision-making regarding intention to avoid sweatshop apparel. The findings of the research, based on 794 consumers, support an enriched framework which reveals that the role of attitude, subjective norm and perceived behavioral control are differentially mediated by distinct volitional constructs desire, intention and plan. This study has implications for research seeking to understand both the motivational linkage between the TPB antecedents and intention as well as the impetus toward action.