Perceived Marketplace Influence and Consumer Ethical Action

Document Type

Article

Publication Title

Journal of Consumer Affairs

Abstract

The present work presents two studies exploring the impact of perceived marketplace influence (PMI) on consumer decisions to engage in ethical marketplace action. Study 1 shows that PMI is associated with positive (negative) word-of-mouth in response to the ethical (unethical) actions of an organization. Study 2 shows that PMI is associated with the purchase of and willingness to pay for ethical products Fair Trade and philanthropy-linked ethical products. Differences emerge between the two dimensions of PMI (PMI Consumer and PMI Organization) based on the hedonic or utilitarian features of the products. Results also show autonomous motivation to mediate the relationship between PMI and ethical intentions. We conclude with discussion of the implications of PMI for policy and consumer well-being.

Pages

1117-1145

html

DOI

https://doi.org/10.1111/joca.12220

Volume

53

Issue

3

Publication Date

Fall 2019

Disciplines

Marketing

Comments

Use the link above to view the full-text of this item at the journal's website.

This item is included in the Center for Climate, Society, & the Environment's Faculty Publications Bibliography.

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ISSN

1745-6606

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