A conceptual model of ethical purchasing

Abstract

Most research on ethical consumerism has attempted to describe the ethical consumer but not to understand the ethical purchasing process. The ethical purchasing process is of particular interest to marketers as it is characterised by a significant words/deeds inconsistency. In this paper we explore the reasons for the low translation of intention? to behaviour and propose modifications to existing conceptual models of ethical purchasing that could result in better prediction of ethical purchasing behaviour. In particular, we draw on models developed by Davies et al. (2002), Osterhus (1997), and the Schwartz (1977) norm activation model.