Actively Persuading Consumers to Enact Ethical Behaviors in Retailing: The Influence of Relational Benefits and Corporate Associates

While consumer motivation to maintain a relationship with a retailer is a function of personal idiosyncratic characteristics, specific perceptions of retailers may play a role in influencing receptivity to relationship maintenance. This study integrates relationship marketing tactics and corporate a...

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Bibliographic Details
Published in:Journal of business ethics 2019-05, Vol.156 (2), p.399-416
Main Authors: Chang, Hsiu-Hua, Lu, Long-Chuan
Format: Article
Language:English
Subjects:
Business and Management
Business Ethics
Consumer behavior
Consumers
Consumption
Education
Ethical consumerism
Ethics
Influence
Management
Marketing
Motivation
Original Paper
Philosophy
Quality of Life Research
Quality of service
Receptivity
Relationship marketing
Reliability
Retail industry
Retailing
Tactics
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Summary:While consumer motivation to maintain a relationship with a retailer is a function of personal idiosyncratic characteristics, specific perceptions of retailers may play a role in influencing receptivity to relationship maintenance. This study integrates relationship marketing tactics and corporate associates into a model of consumer ethical purchasing behavior that improves the relationship between sellers and buyers. Results show social benefits, special treatment benefits, CSR, and service quality have direct and indirect impact on ethically questionable consumer behaviors in retailing. This study also modifies the consumer ethics scale of Muncy and Vitell (1992) for the East Asian market with good reliability and validity in order to measure ethically questionable consumption behaviors in retailing. Finally, some theoretical contribution and practical implications are discussed.
ISSN:0167-4544
1573-0697
DOI:10.1007/s10551-017-3595-2