Abstract
This paper explores how consumers perceive retailer ethics. Based on a review of the marketing and consumer research literature, we conceptualize consumer perceptions of the ethics of retailers (CPER) as a multidimensional construct and propose that its effects on consumer purchase behavior and word-of-mouth communication are more salient when consumers have strong rather than weak ethical beliefs. The model was validated using a random sample of 399 respondents in a collectivist society. The results of structural equation modeling confirmed that CPER is a second-order construct comprising product fairness, price fairness, non-deception, fair trade, and green products. CPER positively predicted consumer purchase behavior and word-of-mouth communication. Moreover, ethical beliefs moderated the positive relationship between CPER and the word-of-mouth communication of consumers with strong ethical beliefs but did not moderate the relationship between CPER and purchase behavior. The implications of the findings are discussed.
Original language | English |
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Pages (from-to) | 771-788 |
Number of pages | 18 |
Journal | Journal of Business Ethics |
Volume | 171 |
Issue number | 4 |
Early online date | 25 Feb 2020 |
DOIs | |
Publication status | Published - 1 Jul 2021 |
Externally published | Yes |
Keywords
- Consumer perceptions of the ethics of retailers
- Ethical beliefs
- Purchase behavior