Understanding ethical purchasing behavior: Validation of an enhanced stage model of ethical behavior

This article uses a stage model of ethical decision-making to explain consumers’ inclination toward ethical product alternatives. The current paper enhances the stage-model approach by considering egoistic purchasing motives and gender as moderating variables. The current study shows that the effect of negative affect on ethical purchasing intention is mediated by ethical judgement and moral obligation. Interestingly, the mediation effect is more pronounced for male respondents. Furthermore, egoistic purchasing motives moderate the effects of the stage-model components on ethical judgment as well as on ethical purchasing intention. These moderation effects are boosted or altered if gender is considered as moderator. Based on the empirical results and considering study limitations, the paper presents practical implications and avenues for future research.