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Validating Antecedent Factors Affecting Ethical Purchase Behavior: Comparing the Effect of Customer Citizenship versus Corporate Citizenship

Author

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  • Huiya Chen

    (Department of Global Business, Kyonggi University, Suwon 13557, Korea)

  • Wonsik Jung

    (Department of Media Marketing Management, Osan University, Osan-si 18119, Korea)

  • Sungjoon Yoon

    (Department of Business Administration, Kyonggi University, Suwon 13557, Korea)

Abstract

The objective of this study was to verify the influence of corporate image and subjective norms on consumers’ purchase intention of a firm’s products. Another important objective was to determine what kind of citizenship—corporate citizenship or customer citizenship—has a greater impact on the relationships between corporate image and purchase intention, and between subjective norms and purchase intention. The findings suggest that both ethical corporate image and subjective norms have positive effects on ethical purchase intention, and that both corporate and customer citizenship significantly moderate this causal relationship. Specifically, we found that corporate citizenship exerted greater impact as a moderator than customer citizenship on ethical purchase behavior. This finding has important theoretical/practical implications as it highlights the weighted attention to be paid to individual versus corporate focus in the study of ethical consumption behavior. In particular, the finding sheds light on the importance of subjective norms as a social peer pressure mechanism since ethical consumption is embedded with socially responsible consumption behavior.

Suggested Citation

  • Huiya Chen & Wonsik Jung & Sungjoon Yoon, 2022. "Validating Antecedent Factors Affecting Ethical Purchase Behavior: Comparing the Effect of Customer Citizenship versus Corporate Citizenship," Sustainability, MDPI, vol. 14(21), pages 1-14, November.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:21:p:14486-:d:963318
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    References listed on IDEAS

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    1. Abdelmoety, Ziad Hassan & Aboul-Dahab, Sameh & Agag, Gomaa, 2022. "A cross cultural investigation of retailers commitment to CSR and customer citizenship behaviour: The role of ethical standard and value relevance," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    2. Viswanath Venkatesh & Fred D. Davis, 2000. "A Theoretical Extension of the Technology Acceptance Model: Four Longitudinal Field Studies," Management Science, INFORMS, vol. 46(2), pages 186-204, February.
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