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Perceived Marketplace Influence and Consumer Ethical Action

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  • R. Bret Leary
  • Richard J. Vann
  • John D. Mittelstaedt

Abstract

The present work presents two studies exploring the impact of perceived marketplace influence (PMI) on consumer decisions to engage in ethical marketplace action. Study 1 shows that PMI is associated with positive (negative) word‐of‐mouth in response to the ethical (unethical) actions of an organization. Study 2 shows that PMI is associated with the purchase of and willingness to pay for ethical products Fair Trade and philanthropy‐linked ethical products. Differences emerge between the two dimensions of PMI (PMI Consumer and PMI Organization) based on the hedonic or utilitarian features of the products. Results also show autonomous motivation to mediate the relationship between PMI and ethical intentions. We conclude with discussion of the implications of PMI for policy and consumer well‐being.

Suggested Citation

  • R. Bret Leary & Richard J. Vann & John D. Mittelstaedt, 2019. "Perceived Marketplace Influence and Consumer Ethical Action," Journal of Consumer Affairs, Wiley Blackwell, vol. 53(3), pages 1117-1145, September.
    • Handle: RePEc:bla:jconsa:v:53:y:2019:i:3:p:1117-1145
    DOI: 10.1111/joca.12220
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    Cited by:

    1. Bayad Jamal Ali, 2021. "Impact of consumer animosity, boycott participation, boycott motivation, and product judgment on purchase readiness or aversion of Kurdish consumers in Iraq," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(2), pages 504-523, June.
    2. Olavo Pinto & Beatriz Casais, 2023. "Multilevel implications for anti-consumption social marketing within the public policy framework for SDG realization: a systematic literature review," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 20(3), pages 605-634, September.
    3. Vijay Payal Bharti & Elizabeth T. Gratz & M. Paula Fitzgerald, 2022. "“You can't make me do it!” A model of consumer compliance," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 120-140, March.
    4. S. Venus Jin & Ehri Ryu, 2022. "“The greedy I that gives”—The paradox of egocentrism and altruism: Terror management and system justification perspectives on the interrelationship between mortality salience and charitable donations ," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 414-448, March.
    5. Abigail B. Schneider & Bridget Leonard, 2022. "From anxiety to control: Mask‐wearing, perceived marketplace influence, and emotional well‐being during the COVID‐19 pandemic," Journal of Consumer Affairs, Wiley Blackwell, vol. 56(1), pages 97-119, March.
    6. Kautish, Pradeep & Paço, Arminda & Thaichon, Park, 2022. "Sustainable consumption and plastic packaging: Relationships among product involvement, perceived marketplace influence and choice behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 67(C).

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