Is Sustainable Consumption Translated into Ethical Consumer Behavior?

Abstract

Nowadays, sustainability is assumed to have high potential for promoting ethical consumer behavior. The aim of this study was to analyze the influence of sustainable behavior on consumer intention to be ethical when it comes to political, social, and environmental dimensions. Therefore, insightful results can be brought forward to explain consumer ethical behavior from a different perspective. Covariance structural equation modelling in AMOS was used for data analysis. Three antecedents, namely environmental, social, and economic dimensions of sustainable consumption, are found to have a significant and positive impact on intention to engage in ethically consumer behavior. In this context, companies seeking to proactively approach eco-friendly consumers will need to understand the complexity of the decision-making process of ethically minded consumers.