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Motives of ethical consumption: a study of ethical products’ consumption in Tunisia

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  • Zohra Zinoubi Ghali

    (Saudi Electronic University (SEU)
    University of Tunis)

Abstract

Consuming ethical products has become a fundamental behavior for the protection of people’s lives and the environment, discussions on ethical consumption have become more common, and ethical issues are the subject of several academic studies that seek to enhance our understanding of consumers’ ethical behavior and their motives for making buying choices. This paper is developed in this context. It aims to study some of the motives for ethical consumption. The focus is mainly on environmental concerns, social value and, lasting involvement in ethical products. For the empirical study, this paper utilized a survey of 320 Tunisian consumers of ethical products. Data were analyzed using the Structural Equation Modeling method to test the reliability and validities of constructs, as well as model fit and the structural model. The findings indicate that Tunisian consumers purchased ethical products, first because they were concerned about protecting their health, second because they wanted to participate in the preservation of their environment, and finally because they sought higher social status. This study seems relevant because it is among the earliest of its kind to be developed in a developing market (Tunisia), where the market for ethical products is still in its nascent stage. It is also one of the rare studies that contribute to knowledge of the relationship between the consumers’ social status and ethical consumption. Additionally, its findings may provide significant insights for marketers in developing countries to formulate effective communication strategies aiming to enhance ethical consumption while focusing on its benefits for the health, environment, and social status of consumers.

Suggested Citation

  • Zohra Zinoubi Ghali, 2021. "Motives of ethical consumption: a study of ethical products’ consumption in Tunisia," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 23(9), pages 12883-12903, September.
    • Handle: RePEc:spr:endesu:v:23:y:2021:i:9:d:10.1007_s10668-020-01191-1
    DOI: 10.1007/s10668-020-01191-1
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    Cited by:

    1. Zohra Ghali-Zinoubi, 2022. "Examining Drivers of Environmentally Conscious Consumer Behavior: Theory of Planned Behavior Extended with Cultural Factors," Sustainability, MDPI, vol. 14(13), pages 1-17, July.
    2. Zohra Ghali-Zinoubi, 2023. "Online Retailers’ Perceived Ethics and Consumer Repetitive Purchases Under the Moderating Role of Reputation: A Commitment-Trust Theory Perspective," SAGE Open, , vol. 13(4), pages 21582440231, November.
    3. Takumi Kato & Katsuya Hayami & Kenta Kasahara & Minami Morino & Yui Ikuma & Ryosuke Ikeda & Masaki Koizumi, 2023. "Environmental vs. labor issues: evidence of influence on intention to purchase ethical coffee in Japan," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.

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