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The Contribution of Ethical Obligation and Self-identity to the Theory of Planned Behaviour: An Exploration of Ethical Consumers
Abstract
Whilst the Theory of Reasoned Action (TRA) has generated much research interest, many market researchers are divided over the addition of further constructs to the model. The TRA and its many modifications have been applied in numerous behavioural contexts, however, research to-date has neglected an emerging group of "ethical" consumers. This paper outlines results from a recent survey of over 1400 UK consumers that applied the TRA to this complex area of decision making. Using readers to the Ethical Consumer magazine, the study addresses issues involving proposed model modifications - specifically, by the addition of control, ethical obligation and self-identify. Management implications of the findings are discussed, including the importance of understanding consumers' self-identification with ethical issues in marketing communications programmes; and the underlying potential importance of ethical issues to mainstream consumer groups. Finally, the need to develop conceptually as well as practically robust techniques by using Structural Equation Modelling, which represents the next stage in this research, is outlined.
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Citations
Cited by
Michaelidou, N., & Hassan, L. M. (2008) · International Journal of Consumer Studies · doi:10.1111/j.1470-6431.2007.00619.x · Cited by 989
An exploratory study into the factors impeding ethical consumption
Bray, J., Johns, N., & Kilburn, D. (2011) · Journal of Business Ethics · doi:10.1007/s10551-010-0640-9 · Cited by 891
Voluntary simplicity and the ethics of consumption
Shaw, D., & Newholm, T. (2002) · Psychology & Marketing · doi:10.1002/mar.10008 · Cited by 572
Self-citationThe mindful consumer: Balancing egoistic and altruistic motivations to purchase local food
Birch, D., Memery, J., & De Silva Kanakaratne, M. (2018) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2017.10.013 · Cited by 272
Moraes, C., Carrigan, M., Bosangit, C., Ferreira, C., & McGrath, M. (2017) · Journal of Business Ethics · doi:10.1007/s10551-015-2893-9 · Cited by 138
“Other developments of this model entail the inclusion of values as determinants of ethical consumption behaviour (Shaw et al. 2005), but these rationalist approaches suffer from a particular limitation regarding the assessment of consumers’ actions when motivated by ethical concerns (Raats et al.…”
Background
Metadata
- Authors
- Shaw, D., Shiu, E., & Clarke, I.
- Venue
- Journal of Marketing Management
- Publisher
- Informa UK Limited
- Published
- 2000-11
- Volume
- 16
- Issue
- 8
- Pages
- 879-894
- ISSN
- 0267-257X (ISSN-L)
- 1472-1376
- OpenAlex
- W2124612697
- Cited by
- 339
- References
- 0
- FWCI
- 5.70
- Type
- journal article
- Language
- en
- Open access
- closed
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- CoChat. (2026). Citation check: The Contribution of Ethical Obligation and Self-identity to the Theory of Planned Behaviour: An Exploration of Ethical Consumers. https://app.cochat.ai/papers/10.1362/026725700784683672
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- Shaw, D., Shiu, E., & Clarke, I. (2000). The Contribution of Ethical Obligation and Self-identity to the Theory of Planned Behaviour: An Exploration of Ethical Consumers. Journal of Marketing Management. https://doi.org/10.1362/026725700784683672
Data sources
Bibliographic data: Semantic Scholar, OpenAlex, Crossref.
Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.
