Ethical Consumption: The Contribution of Ethical Obligation and Self-Identity to the Theory of Planned Behaviour

Abstract

Whilst the Theory of Reasoned Action (TRA) has generated much research interest, many researchers continue to be divided over the addition of further constructs to the model, the relationships between the model components, and the overall predictive ability of the model (see Eagly and Chaiken, 1993). 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. Research has consistently confirmed that modern consumers are aware of, and are concerned about, environmental and social problems (e.g. Peattie, 1992). However, very little has been published about the decision making processes of ”ethical” consumers who, in addition to being concerned about general environmental issues, are distinguished by their further concern for problems such as Third World fair trade issues. Application of the TRA in this complex area of decision making will add to the ongoing research debate as to the value of particular proposed model modifications.