Jayawardhena, Chanaka, Morrell, Kevin and Stride, Chris (2016) Ethical consumption behaviours in supermarket shoppers : determinants and marketing implications. Journal of Marketing Management . pp. 1-29. doi:10.1080/0267257X.2015.1134627 ISSN 0267-257X.

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Abstract

Understanding how consumers make ethical purchases has numerous benefits for firms and other stakeholders. Although several ethical decision-making frameworks seek to explain such purchasing behaviour, they typically focus on the content of such decisions, rather than considering how such decisions unfold in a given context. Yet, the complexities of consumer choice suggest that greater insight into how consumers make ethical purchases in store can enhance understanding. We report our findings from a survey of a geographically disperse sample of 688 UK shoppers and argue that a naturalistic theory of decision making, image theory, enhances our ability to explain consumer behaviour in this setting. As well as contributing to theoretical understanding of consumer choice, this has implications for the merchandising of ethical products, such as Fair Trade and ‘green’ goods.

Item Type:	Journal Article
Divisions:	Faculty of Social Sciences > Warwick Business School > Strategy & International Business Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Journal of Marketing Management
Publisher:	Routledge
ISSN:	0267-257X
Official Date:	1 February 2016
Dates:	Date Event 1 February 2016 Available 3 November 2015 Accepted 25 April 2014 Submitted
Page Range:	pp. 1-29
DOI:	10.1080/0267257X.2015.1134627
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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