Dr Millissa Cheung M.Cheung@napier.ac.uk
Lecturer
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.
Cheung, M. F. Y., & To, W. M. (2021). The Effect of Consumer Perceptions of the Ethics of Retailers on Purchase Behavior and Word-of-Mouth: The Moderating Role of Ethical Beliefs. Journal of Business Ethics, 171(4), 771-788. https://doi.org/10.1007/s10551-020-04431-6
Journal Article Type | Article |
---|---|
Acceptance Date | Jan 10, 2020 |
Online Publication Date | Feb 25, 2020 |
Publication Date | 2021-07 |
Deposit Date | Feb 4, 2023 |
Journal | Journal of Business Ethics |
Print ISSN | 0167-4544 |
Electronic ISSN | 1573-0697 |
Publisher | Springer |
Peer Reviewed | Peer Reviewed |
Volume | 171 |
Issue | 4 |
Pages | 771-788 |
DOI | https://doi.org/10.1007/s10551-020-04431-6 |
Keywords | Consumer perceptions of the ethics of retailers, Ethical beliefs, Purchase behavior |
Public URL | http://researchrepository.napier.ac.uk/Output/3012479 |
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