To Buy or Not to Buy? Exploring Ethical Consumerism in an Emerging Market—India

Sunanda Nayak; Vijay Pereira; Bahar Ali Kazmi; Pawan Budhwar

doi:10.1007/s10551-024-05670-7

To Buy or Not to Buy? Exploring Ethical Consumerism in an Emerging Market—India

Sunanda Nayak^*, Vijay Pereira, Bahar Ali Kazmi, Pawan Budhwar

^*Corresponding author for this work

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Research output: Contribution to journal › Article › peer-review

Abstract

This article reports the findings of a field study conducted on the purchasing intentions of ethical consumers in India. We explored how the involvement of ethical consumers with social networking sites (SNSs such as Facebook, Twitter, Instagram, Snapchat, LinkedIn, and others) affects their intentions to buy ethical products. Applying an extended theoretical lens of theory of planned behavior and social capital, we present an analysis of a rich qualitative data. We identify and describe 7 dimensions, representing the 19 factors and manifesting the informational, relational, and valuation usage of SNSs that explain their impact on the purchase intention of ethical consumers in India. We conclude by highlighting the decision-making role played by the ethical knowledge and price sensitivity of ethical consumers, reflecting the peculiarities and dynamics of ethical consumption in India.

Original language	English
Pages (from-to)	811-835
Number of pages	25
Journal	Journal of Business Ethics
Volume	191
Issue number	4
Early online date	2 Apr 2024
DOIs	https://doi.org/10.1007/s10551-024-05670-7
Publication status	Published - May 2024

Bibliographical note

Copyright © The Author(s), under exclusive licence to Springer Nature B.V. 2024. This version of the article has been accepted for publication, after peer review and is subject to Springer Nature’s AM terms of use [https://www.springernature.com/gp/open-research/policies/accepted-manuscript-terms], but is not the Version of Record and does not reflect post-acceptance improvements, or any corrections. The Version of Record is available online at: https://doi.org/10.1007/s10551-024-05670-7

Keywords

Emerging markets
Ethical consumers
Ethical consumption
India
Purchase intentions
Social networking sites

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abstract = "This article reports the findings of a field study conducted on the purchasing intentions of ethical consumers in India. We explored how the involvement of ethical consumers with social networking sites (SNSs such as Facebook, Twitter, Instagram, Snapchat, LinkedIn, and others) affects their intentions to buy ethical products. Applying an extended theoretical lens of theory of planned behavior and social capital, we present an analysis of a rich qualitative data. We identify and describe 7 dimensions, representing the 19 factors and manifesting the informational, relational, and valuation usage of SNSs that explain their impact on the purchase intention of ethical consumers in India. We conclude by highlighting the decision-making role played by the ethical knowledge and price sensitivity of ethical consumers, reflecting the peculiarities and dynamics of ethical consumption in India.",

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To Buy or Not to Buy? Exploring Ethical Consumerism in an Emerging Market—India

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