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The role of ethical obligation and self-identity in ethical consumer choice

Shaw, D. and Shiu, E.M.K. (2002) The role of ethical obligation and self-identity in ethical consumer choice. International Journal of Consumer Studies, 26 (2). pp. 109-116. ISSN 1470-6423

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Abstract

Many variables have been proposed as additions to the theory of planned behaviour structure, and evidence exists to support the value of a measure of ethical obligation and self-identity. Furthermore, some research has suggested that ethical obligation may serve as an antecedent to attitude as well as intention. This paper presents findings from a large scale survey that highlights the usefulness of ethical obligation and self-identity in the prediction of intention. Additionally, the role of both these variables in the prediction of attitude is also suggested. This is examined within the 'ethical' context of fair trade grocery purchases. Methodological implications for further research are discussed.

Item type: Article
ID code: 7417
Keywords: consumer behaviour, ethics, food choice, fair trade, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 15 Jan 2009 12:21
    Last modified: 16 Jul 2013 19:32
    URI: http://strathprints.strath.ac.uk/id/eprint/7417

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