Do Ethical Purchase Intentions Really Lead to Ethical Purchase Behavior? A Case of Animal-Testing Issues in Shampoo

Abstract

This study investigates the impact of consumers' ethical buying intentions on their buying behavior. Using a survey approach, the study suggests that the link between ethical buying intentions and behavior depends on consumers' awareness of the brand's general corporate social responsibility (CSR) activities. Only when consumers with ethical purchase intentions are aware of the brand's CSR activities can their intentions translate into behavior.