Ethical vs unethical minded consumer groups: Effects through the mediation of the Theory of Planned Behaviour on the Intention to Purchase during price promotion periods in the United Kingdom
(2020) BUSN39 20201Department of Business Administration
- Abstract (Swedish)
- Title: Ethical vs unethical minded consumer groups: Effects through the mediation of the Theory of Planned Behaviour on the Intention to Purchase during price promotion periods in the United Kingdom.
Date of the Seminar: 4th June 2020
Course: BUSN39 Degree project in Global Marketing
Authors: Agathe Dugleux and Puteri Nur Najwa Megat Husni
Supervisor: Javier Cenamor
Keywords: Consumer behaviour, Ethicality in consumption, Price promotion effects, Theory of Planned Behaviour, Structural Equation Model.
Thesis purpose: To understand the relationship between ethical approaches and purchase intention through the use of the Theory of Planned Behaviour, showing differences in attitudes, social norms, and perceived control.
... (More) - Title: Ethical vs unethical minded consumer groups: Effects through the mediation of the Theory of Planned Behaviour on the Intention to Purchase during price promotion periods in the United Kingdom.
Date of the Seminar: 4th June 2020
Course: BUSN39 Degree project in Global Marketing
Authors: Agathe Dugleux and Puteri Nur Najwa Megat Husni
Supervisor: Javier Cenamor
Keywords: Consumer behaviour, Ethicality in consumption, Price promotion effects, Theory of Planned Behaviour, Structural Equation Model.
Thesis purpose: To understand the relationship between ethical approaches and purchase intention through the use of the Theory of Planned Behaviour, showing differences in attitudes, social norms, and perceived control.
Methodology: Quantitative study using Structural Equation Model by the mean of an online survey. Measurements used are Ethical Minded Consumer Behaviour Scale (Sudbury-Riley
and Kohlbacher, 2015), TPB (Ajzen, 2019), and Susceptibility to Inter-personal Influence (Bearden et al, 1989).
Theoretical perspective: This research has focused on the impact of Ethicality on Intention to Purchase during price promotion periods with Theory of Planned Behaviour (Ajzen, 1991) as the mediator.
Empirical data: This research was carried through primary data collected by online questionnaire. The main finding was the validation of a mediation relationship between
Ethicality and Theory of Planned Behaviour (TPB) on the Intentions to purchase during price promotion periods.
Conclusion: This research concluded that the more ethical a person is, the less likely they are to buy units during the price promotion periods due to their ethical concerns that make them reduce their consumption level. On top of this, the study displayed a clear validation that there
is a mediation relationship between Ethicality, TPB and the intention to purchase during price promotion periods. The study also analysed the differences in behaviour between genders.
Practical Implications: This study brings awareness on the need for literature to focus more on TPB relating to Ethicality, as it was found in our results that the more ethical a person is, the more their behaviour is affected by TPB. (Less)
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/9031612
- author
- Megat Husni, Puteri Nur Najwa LU and Dugleux, Agathe
- supervisor
- organization
- course
- BUSN39 20201
- year
- 2020
- type
- H1 - Master's Degree (One Year)
- subject
- keywords
- Consumer behaviour, Ethicality in consumption, Price promotion effects, Theory of Planned Behaviour, Structural Equation Model
- language
- English
- id
- 9031612
- date added to LUP
- 2020-11-20 15:35:02
- date last changed
- 2020-11-20 15:35:02
@misc{9031612,
abstract = {{Title: Ethical vs unethical minded consumer groups: Effects through the mediation of the Theory of Planned Behaviour on the Intention to Purchase during price promotion periods in the United Kingdom.
Date of the Seminar: 4th June 2020
Course: BUSN39 Degree project in Global Marketing
Authors: Agathe Dugleux and Puteri Nur Najwa Megat Husni
Supervisor: Javier Cenamor
Keywords: Consumer behaviour, Ethicality in consumption, Price promotion effects, Theory of Planned Behaviour, Structural Equation Model.
Thesis purpose: To understand the relationship between ethical approaches and purchase intention through the use of the Theory of Planned Behaviour, showing differences in attitudes, social norms, and perceived control.
Methodology: Quantitative study using Structural Equation Model by the mean of an online survey. Measurements used are Ethical Minded Consumer Behaviour Scale (Sudbury-Riley
and Kohlbacher, 2015), TPB (Ajzen, 2019), and Susceptibility to Inter-personal Influence (Bearden et al, 1989).
Theoretical perspective: This research has focused on the impact of Ethicality on Intention to Purchase during price promotion periods with Theory of Planned Behaviour (Ajzen, 1991) as the mediator.
Empirical data: This research was carried through primary data collected by online questionnaire. The main finding was the validation of a mediation relationship between
Ethicality and Theory of Planned Behaviour (TPB) on the Intentions to purchase during price promotion periods.
Conclusion: This research concluded that the more ethical a person is, the less likely they are to buy units during the price promotion periods due to their ethical concerns that make them reduce their consumption level. On top of this, the study displayed a clear validation that there
is a mediation relationship between Ethicality, TPB and the intention to purchase during price promotion periods. The study also analysed the differences in behaviour between genders.
Practical Implications: This study brings awareness on the need for literature to focus more on TPB relating to Ethicality, as it was found in our results that the more ethical a person is, the more their behaviour is affected by TPB.}},
author = {{Megat Husni, Puteri Nur Najwa and Dugleux, Agathe}},
language = {{eng}},
note = {{Student Paper}},
title = {{Ethical vs unethical minded consumer groups: Effects through the mediation of the Theory of Planned Behaviour on the Intention to Purchase during price promotion periods in the United Kingdom}},
year = {{2020}},
}