Main content

Promoting Ethical Consumption: The Role of Performance Risk and Regulatory Focus on Purchase Intent of Multifinal Ethical Products

Show full item record

Title: Promoting Ethical Consumption: The Role of Performance Risk and Regulatory Focus on Purchase Intent of Multifinal Ethical Products
Author: Habib, Rishad
Department: Department of Marketing and Consumer Studies
Program: Marketing and Consumer Studies
Advisor: Islam, Towhidul
Abstract: More and more companies are professing their desire to fulfill ethical goals as well as functional ones, nevertheless the research on ethical products from a multiple goals perspective is scant. Additionally self-regulatory focus is yet to be applied to the area of multifinality. Two studies explore the relationship between additional ethical goals, perceived performance risk and regulatory focus on purchase intent. It was found that participants' chronic regulatory focus interacted with the number of goals a product claims to fulfill in such a way that the higher the predominance of promotion focus in individuals the greater their purchase intent for two goal products. In addition it was found that the effect occurred through a serial mediation of resource allocation followed by perceived performance risk. These findings contribute to various aspects of consumer psychology, social psychology, and ethical business literature and provide substantial implications for marketing ethical products.
URI: http://hdl.handle.net/10214/9628
Date: 2016-05
Rights: Attribution-NonCommercial-NoDerivs 2.5 Canada


Files in this item

Files Size Format View
Habib_Rishad_201605_MSc.pdf 884.2Kb PDF View/Open

This item appears in the following Collection(s)

Show full item record

Attribution-NonCommercial-NoDerivs 2.5 Canada Except where otherwise noted, this item's license is described as Attribution-NonCommercial-NoDerivs 2.5 Canada