Ethical Ideologies and Sustainable Consumption: Insights From Chinese Consumers

This study investigates the relationship between ethical ideologies (e.g., Machiavellianism, relativism, and idealism) and consumption behaviors (e.g., sustainability and environmental considerations) in the context of Chinese consumers. The theoretical framework is based on Uses and Transaction Utility Theory. A survey research method utilizing a self‐administered questionnaire was employed to gather data from Chinese consumers, yielding 392 responses. The data were analyzed using partial least squares structural equation modeling (PLS‐SEM). The statistical findings reveal that ethical ideologies, including Machiavellianism, relativism, and idealism, positively influence ethical consumption, which in turn fosters ethical consumption behavior. Further analysis highlights significant differences across variables such as age and gender, uncovering intriguing patterns. These findings not only enhance the understanding of consumer ethics across diverse cultural settings but also emphasize the importance for businesses to recognize and adapt to these variations when entering global markets. This research not only fills a critical gap in consumer ethics literature but also provides actionable insights for fostering sustainable and ethical consumption behaviors, benefiting both academia and industry stakeholders.