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The Influence of Consumers' Moral Development on Ethical Consumption Focusing on Moderating Effect of Moral Development on Ethical Purchase Behavior
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소비자의 도덕성 발달이 윤리적 소비에 미치는 영향:윤리적 구매행동에 대한 도덕성 발달의 조절효과를 중심으로

논문 기본 정보

Type
Academic journal
Author
JUN SANG MIN (호서대학교)
Journal
The Korean Psychological Association 한국심리학회지: 소비자·광고 한국심리학회지: 소비자·광고 제17권 제4호 KCI Accredited Journals
Published
2016.1
Pages
687 - 709 (23page)

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The Influence of Consumers' Moral Development on Ethical Consumption Focusing on Moderating Effect of Moral Development on Ethical Purchase Behavior
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This study established a structural model for examining the decision-making process of ethical food purchase based on Ajzen's theory of planned behavior to explore how consumers' moral development affected ethical consumption. We verified the moderating effects of consumers' moral development on the influences of (a) ethical purchase intention on ethical purchase behavior and (b) perceived behavior control on ethical purchase behavior. Internet surveys were conducted with 564 adults who had bought ethical foods and structural equation modeling was used. P(%) scores of moral development from Kohlberg's moral development theory were employed to measure consumers' moral development levels. We found ethical purchase attitude and perceived behavior control positively affected ethical purchase behavior, and ethical purchase intention and perceived behavior control influenced ethical purchase behavior. But, the influence of subjective norm on ethical purchase intention was not significant. In addition, consumers' moral development significantly moderated the influence of (a) ethical purchase intention on ethical purchase behavior and (b) perceived behavior control on ethical purchase behavior. Consumers with higher levels of moral development had a higher influence of ethical purchase intention on ethical purchase behavior, and a lower influence of perceived behavior control on ethical purchase behavior. The results suggested useful methods and data to enable businesses, consumer education agencies, and researchers to boost ethical consumption by illustrating the gap between (a) ethical purchase intention and ethical purchase behavior and (b) perceived behavior control and ethical purchase behavior using consumers' moral development.
#ethical consumption #moral development theory #theory of planned behavior #ethical food

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