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Theory of Virtue Ethics: Do Consumers’ Good Traits Predict Their Socially Responsible Consumption?

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  • So Young Song

    (University of Tennessee)

  • Youn-Kyung Kim

    (University of Tennessee)

Abstract

Drawing upon the theory of virtue ethics, this study builds a decision tree predictive model to explore the anticipated impact of good traits (i.e., virtuous and personality traits) on socially responsible consumption. Using R statistical software, we generate a classification tree and cross-validate the model on two independent datasets. The results indicate that the virtuous traits of self-efficacy, courage, and self-control, as well as the personality traits of openness and conscientiousness, predict socially responsible purchase and disposal behavior. Remarkably, the largest segment of socially responsible consumers in the study (41 %) scored high in self-efficacy and openness. This result suggests that marketers should focus on these good traits when creating advertisements to encourage sustainable consumption. Our study contributes to enhancing knowledge about the social and psychological aspects of the sustainability movement and provides a new analytical approach to predicting socially responsible consumption.

Suggested Citation

  • So Young Song & Youn-Kyung Kim, 2018. "Theory of Virtue Ethics: Do Consumers’ Good Traits Predict Their Socially Responsible Consumption?," Journal of Business Ethics, Springer, vol. 152(4), pages 1159-1175, November.
    • Handle: RePEc:kap:jbuset:v:152:y:2018:i:4:d:10.1007_s10551-016-3331-3
    DOI: 10.1007/s10551-016-3331-3
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    14. Kutaula, Smirti & Gillani, Alvina & Leonidou, Leonidas C. & Christodoulides, Paul, 2022. "Integrating fair trade with circular economy: Personality traits, consumer engagement, and ethically-minded behavior," Journal of Business Research, Elsevier, vol. 144(C), pages 1087-1102.
    15. Constanza Bianchi & Valentina Reyes & Veronica Devenin, 2020. "Consumer motivations to purchase from benefit corporations (B Corps)," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(3), pages 1445-1453, May.
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    17. Maria Clara Figueiredo Dalla Costa Ames & Mauricio C. Serafim & Felipe Flôres Martins, 2022. "Analysis of Scales and Measures of Moral Virtues: A Systematic Review," RAC - Revista de Administração Contemporânea (Journal of Contemporary Administration), ANPAD - Associação Nacional de Pós-Graduação e Pesquisa em Administração, vol. 26(6), pages 190379-1903.
    18. Mazzucchelli, Alice & Gurioli, Martina & Graziano, Domenico & Quacquarelli, Barbara & Aouina-Mejri, Chiraz, 2021. "How to fight against food waste in the digital era: Key factors for a successful food sharing platform," Journal of Business Research, Elsevier, vol. 124(C), pages 47-58.

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