J Bus Ethics

DOI 10.1007/s10551-013-2024-4

Consumer Personality and Green Buying Intention: The Mediate Role

of Consumer Ethical Beliefs
Long-Chuan Lu Hsiu-Hua Chang
Alan Chang

Received: 2 December 2012 / Accepted: 13 December

2013 _ Springer Science+Business Media Dordrecht
2013

Abstract The primary purpose of this study is to link

the effects of consumer personality traits
(antecedents)
on
green
buying
intention
(consequences) via the mediating variable of
consumer ethical beliefs so as to extend the context of
green buying intentions with consumer ethics
literatures. Based on a survey of 545 Taiwanese
respon-dents, consumer personality traits were found
to signifi-cantly affect consumer ethical beliefs. The
results also indicate that some dimensions of
consumer ethical beliefs significantly predict
consumer intention to buy green pro-ducts. Generally
speaking, this study enhances our knowledge of
consumers ethical decision-making in the context of
green consumption behaviors. Theoretical and
managerial implications, limitations, and future
research are also provided.
Keywords Consumer ethics Individualism Attitudes
toward business Loyalty proneness Green product

L.-C. Lu (&) H.-H. Chang

Department of Business Administration, School of
Management, National Chung Cheng University, 168
Univ. Road, San-Hsing, Ming-Hsiung, Chia-Yi 62102,
Taiwan
e-mail: bmalcl@ccu.edu.tw
H.-H. Chang
e-mail: shelon0809@gmail.com
A. Chang
China Biotech Corporation, 10 33rd. Road, Taichung
Industrial Park, Taichung, Taiwan
e-mail: allie@ms3.hinet.net

Introduction
Green buying intention and behavior, a subset of
sustain-able consumption, has attracted attention in
Taiwan. The concept of green consumerism refers to
consumers who are willing to buy ecologically
friendly products whose con-tents and methods of
production have a minimal impact on the
environment (Jaiswal 2012). An increasing number of
Taiwanese consumers have positive ecological
awareness and voluntarily carry out recycling
practices as well as purchase environmentally
friendly products. Tsay (2009) finds that a large
number of Taiwanese consumers have realized that

123

their purchasing behavior impacts and causes many

ecological problems, and are willing to purchase
green products to improve environmental quality.
Con-sumers are also willing to be activists and punish
compa-nies whose irresponsible behavior has harmful
effects on the environment, by switching brands, not
buying the companys stock, or other means (Webb et
al. 2008). This consumer green movement is thus
useful in encouraging profit-driven enterprises to
incorporate green concepts into their production
processes and marketing operations (Chan and Lau
2000). Additionally, the public sector in Taiwan has
been carrying out green procurement and has been
promoting the certificate of Ecolabel for green
products in order to take the lead in green
consumption
(http://www.
energylabel.org.tw/).
Green consumption in Taiwan has thus recently
become a form of mainstream consumption culture,
which represents an accepted way of reaching
comfort and happiness, satisfying physical needs, and
ultimately contributing to the construction of ones
self and the communication of it to others (Irvine
2006). Therefore, examination of consumer green
buying intentions and behaviors is very important in
the field of marketing research.

L.-C. Lu et al.

A
cad
emi
c
rese
arc
her
s
hav
e
exp
lore
d
the
ant
ece
den
t
vari
abl
es
of
gre
en
buy
ing
fro
m
diff
ere
nt
asp
ects
.
Firs
t,
ma
ny
stu
dies
(e.g
.,
Lar
och
e et
al.
200
1;
Mo
staf
a
200
7)
foc
use
d
on

the
ide
ntif
icat
ion
of
con
su
mer
de
mo
gra
phi
cs
suc
h as
age,
gen
der,
and
inc
om
e.
Sec
ond
,
so
me
rese
arc
her
s
exa
min
e
ho
w
eco
logi
cal
fact
ors
imp
act
on
gre
en
buy
ing
inte
ntio
ns.
The
se
fact
ors
ma
y

incl
ude
env
iron
me
ntal
kno
wle
dge
(e.g
.,
Cha
n
and
Lau
200
0;
Mo
staf
a
200
7),
env
iron
me
ntal
con
cer
n
(e.g
.,
Fuji
i
200
6;
Iver
sen
and
Ru
nd
mo
200
2;
Ki
m
and
Ch
oi
200
5;
Mai
nier
i et
al.
199
7;
Ro
bert
s

and
Bac
on
199
7),
and
env
iron
me
ntal
attit
ude
(e.g
.,
Ki
m
201
1;
Mai
nier
i et
al.
199
7).
Hea
lth
rela
ted
fact
ors
con
stit
ute
the
thir
d
gro
up
of
driv
ing
forc
e in
gre
en
con
su
mpt
ion.
The
se
fact
ors
ma
y
incl
ude
foo

d
safe
ty
con
cer
n,
hea
lth
con
scio
usn
ess
(Mi
cha
elid
ou
and
Has
san
200
8),
and
hea
lth
con
cer
n
(Yi
n et
al.
201
0).
For
th,
so
me
stu
dies
foc
us
on
per
son
al
or
cult
ural
val
ues
suc
h as
ego
ism
,
co
mp
ete
nce
(De

Pel
sma
cke
r et
al.
200
5),
attit
ude
tow
ard
gre
en
purcha
ses
(e.g
.,
Cha
n
200
1;
Cha
n
and
Lau
200
2;
Mic
hae
lido
u
and
Has
san
200
8),
and
indi
vid
uali
sm/
coll
ecti
vis
m
(e.g
.,
Gre
gor
y et
al.
200
2;
Ki
m
and
Ch
oi

200
5).
The
fina
l
cate
gor
y is
mor
al
per
spe
ctiv
e,
incl
udi
ng
mor
al
con
cer
n
(De
an
et
al.
200
8),
mor
al
attit
ude
(Ar
vol
a et
al.
200
8),
ethi
cal
mot
ives
(Ho
nka
nen
et
al.
200
6),
ethi
cal
obli
gati
on
(Sh
aw
and
Shu

i
200
2),
and
ethi
cal
jud
gm
ent
(Ch
an
et
al.
200
8).
C
ons
ume
r
ethi
cs
has
bee
n
reco
gniz
ed
as
one
of
the
ante
ced
ents
of
gree
n
buy
ing.
Ho
wev
er,
the
exis
tent
liter
ature
suff
ers
man
y
defi
cien
cies
.
Firs
t,
alth

oug
h
man
y
stud
ies
try
to
test
how
con
sum
er
ethi
cs
affe
cts
gree
n
buy
ing
inte
ntio
n,
thes
e
stud
ies
do
not
actu
ally
test
ethi
cal
percept
ions
of
con
sum
ers
que
stio
nabl
e
prac
tice
s
(i.e.
,
con
sum
er
ethi
cal
beli
efs).

For
exa
mpl
e,
mor
al
attit
ude
foc
uses
on
the
posi
tive
feel
ings
of
doi
ng
the
righ
t
thin
g
(Ar
vola
et
al.
200
8),
whi
le
ethi
cal
mot
ives
,
part
of
ethi
cal
iden
tity,
exa
min
e
ecol
ogic
al,
poli
tical
,
and
reli
gio
us
mot
ives
whe

n
buy
ing
org
anic
foo
d
(Ho
nka
nen
et
al.
200
6).
Pur
dy
(19
95)
stat
ed
that
hu
man

envi
ron
men
t
inte
ract
ion
is
an
ethi
cal
issu
e
and
sho
uld
be
gov
erne
d by
mor
al
prin
cipl
es.
Ho
wever
,
stud
ies
that
emp
iric
ally

exa
min
e
the
rela
tion
ship
bet
wee
n
con
sum
er
ethi
cal
beli
efs
and
gree
n
buy
ing
are
wor
th
inve
stig
atin
g
and
rem
ain
rare
(Vit
ell
200
3).

S
eco
nd,
pre
vio
us
rese
arc
h in
con
su
mer
ethi
cs
has
gen
erat
ed
onl
y

mo
der
ate
insi
ght
into
the
effe
cts
of
per
son
alit
y
val
ues
suc
h as
attit
ude
tow
ard
bus
ines
s
and
loy
alty
pro
nen
ess,
mor
e
nee
ds
to
be
don
e to
ass
ess
thes
e
rela
tion
shi
ps
(Vit
ell
200
3).
Vite
ll
and
Mu
ncy
(19
92)
defi

ned
attit
ude
tow
ard
bus
ines
s is
the
lev
el
of
sati
sfac
tion
wit
h
bus
ines
s.
Thi
s
attit
ude
den
otes
a
gen
eral
vie
wp
oint
of
ove
rall
bus
ines
s
acti
viti
es
in
the
mar
ket
pla
ce,
and
is
not
limi
ted
to a
spe
cifi
c
stor
e,
bra
nd,

pro
duc
t, or
bus
ines
s
eve
nt.
Wh
en
con
su
mer
s
are
sati
sfie
d
wit
h
ove
rall
bus
ines
s,
the
y
beli
eve
that
bus
ines
s
fir
ms
gen
eral
ly
car
e
abo
ut
the
m
and
dea
l
fair
ly
wit
h
the
m.
Co
nsu
mer
s
furt
her
foll

ow
this

attit
ude
to
act
(un
)eth
ical
ly.
Onl
y
few
stu
dies
,
ho
we
ver,
hav
e
em
piri
call
y
inv
esti
gat
ed
the
effe
ct
of
gen
eral
bus
ines
s
attit
ude
on
con
su
mer
ethi
cs
(Vit
ell
and
Mu
ncy
199
2,
200
5;
Vite
ll et
al.
200
7).
A
cco
rdin
g to

rela
tion
shi
p
mar
keti
ng
the
ory,
loy
alty
pro
nen
ess
is a
pre
dis
pos
itio
n
that
a
con
su
mer
is
intr
insi
call
y
incl
ine
d to
eng
age
in
rela
tion
shi
ps
wit
h
sell
ers
(De
Wu
lf et
al.
200
1).
Thu
s,
loy
alty
pro
nen
ess
is
diff

ere
nt
fro
m
con
su
mer
loy
alty
,
whi
ch
indi
cate
s a
beh
avi
oral
or
affe
ctiv
e
bin
d
wit
h a
part
icul
ar
sell
er/s
tore
.
Wh
en a
con
su
mer
pla
ys a
pas
sive
role
and
is
not
psy
cho
logi
call
y
pre
dis
pos
ed
to
eng
age
in a
rela

tion
shi
p
wit
h a
sell
er,
the
dev
elo
pm
ent
of a
rela
tion
al
buy
er/s
elle
r
tran
sact
ion
env
iron
me
nt
is
not
faci
litat
ed
(Pr
ess
ey
and
Mat
he
ws
200
0)
reg
ardl
ess
of
the
reta
iler
s
effo
rt.
Thu
s,
con
su
mer
s
wit
h
hig

h
loy
alty
pro
nen
ess
wo
uld
not
acc
ept
une
thic
al
con
su
mer
acti
viti
es
to
inju
re
the
sell
ers
ben
efit
s
sinc
e
the
y
inte
nd
to
esta
blis
h
stab
le
and
con
scio
us
rela
tion
shi
ps
wit
h a
stor
e or
a
cler
k
(Bl
oe
mer
et

al.
200
3).
Res
ear
ch
into
con
su
mer
loy
alty
pro
nen
ess
wit
hin
the
con
text
of
con
su
mer
ethi
cs,
ho
we
ver,
is
not
quit
e
eno
ugh
.
T
hird
,
indi
vid
uali
sm
is a
sig
nifi
can
t
pre
dict
or
of
gre
en
buy
ing
inte
ntio
n

and
des
erv
es
mor
e
atte
ntio
n.
Indi
vid
ualism
is a
not
abl
e
cult
ural
trait
of
Eas
t
Asi
an
Co
nfu
cia
n
cult
ure
s
(Ho
fste
de
199
7),
and
is
like
ly
to
be
sig
nifi
can
t in
exp
lain
ing
the
dev
elo
pm
ent
and
exp
ress
ion
of

per
son
al
mot
ives
and
beh
avi
ors
in
the
con
text
of
con
su
mer
ethi
cs
and
gre
en
buy
ing
beh
avi
ors.
Has
him
oto
et
al.
(20
11)
arg
ue
that
Eas
t
Asi
ans
con
side
r
har
mo
nio
us
rela
tion
s
wit
h
oth
ers
imp
orta
nt,
bec
aus

e
the
y
see
the
me
ani
ngs
and
sig
nifi
can
ce
of
the
mse
lves
in
rela
tion
shi
ps
wit
h
oth
er
peo
ple.
Thu
s,
dra
win
g
on
thes
e
insi
ght
s to
dev
elo
p a
vie
w
of
con
su
mer
ethi
cs
and
gre
en
con
su
mpt
ion
in
an
Eas

t
Asi
an
cult
ural
con
text
wo
uld
be
val
uab
le.
F
inal
ly,
ma
ny
rela
ted
arti
cles
are
not
root
ed
in
or
fou
nde
d
on
wel
lkno
wn
the
orie
s.
Hu
nt
(19
91)
exp
licit
ly
stat
es
that
rese
arc
h
stu
dies
sho
uld
be
root
ed

in
wel
lkno
wn
the
orie
s or
mo
dels
in
ord
er
to
be
syst
em
atic
ally
rela
ted
to a
bod
y of
kno
wle
dge
.
Hu
nt
and
Vite
lls
(19
86,
200
6)
ethi
cs
mo
del
is
one
of
the
mo
st
wel
lkno
wn
the
ory
in
bus
ines
s
ethi
cs

(Bl
odg
ett
et
al.
200
1)
and
has
bee
n
test
ed
by
ma
ny
stu
dies
(e.g
.,
Ma
yo
and
Ma
rks
199
0;
Cha
n et
al.
200
8;
Vite
ll et
al.
200
1).
The
ir
mo
del
exp
licit
ly
stat
es
that
cult
ure
and
per
son
al
val
ues
are
two
imp
orta

nt
pre
dict
ors
of
con
su
mer
ethi
cal
beli
efs,
whi
ch
hav
e an
imp
act
on
gre
en
buy
ing
inte
ntio
n.
Thu
s,
Hu
nt
and
Vite
lls
mo
del
(19
86,
200
6)
allo
ws
us
to
inc
orp
orat
e
indi
vid
uali
sm
(cul
tura
l
fact
or),
attit
ude

,
and
loy
alty
pro
nen
ess
(per
son
al
fact
or)
as
the
ant
ece
den
ts
of
con
su
mer
ethi
cal
beli
efs.
Mo
reo
ver,
Vite
ll
and
Mu
ncy
s
(19
92)
mo
del
is
the
mo
st
co
mpr
ehe
nsive
,
wel
lkno
wn,
and
em
piri
call
y
test

ed
one
in
the
are
a of
con
su
mer
ethi
cs.
Thu
s, it
is
nec
ess

123

ary
to
inc
orp
orat
e
thes
e
two
mo
dels
in
the
stu
dy.

Consumer Personality and Green Buying Intention

The purpose of
this study is to
incorporate Hunt
and Vitell (1986,
2006) and Vitell
and Muncy (1992)
to examine the
effects
of
individualism,
attitude
toward
business
and
loyalty proneness
on
consumer
ethical
beliefs,
which, in turn,
influence
consumers green
buying inten-tion.
With our findings,
researchers should
gain
theoretical
insight into the
ethics/intention
relationship, while
mar-keters should
be able to craft
strategies
to
increase
consumers
green
buying intentions.

Literature Review
and Hypotheses
Green Buying
Intention
The definition of
green marketing or
green consumerism
is a broad and
bewildering
term,
given the vast nature
of its forms and
meanings. From an
academic
perspective, whether
the area of inquiry
refers to green
marketing,
environmental
marketing,
ecological
marketing,
or
sustainable marketing, Kotler (2000)

used
the
term
societal marketing
con-cept to cover
social
and
ecological
responsibilities. All
of these concepts
describe the trend
toward using new
manu-facturing and
marketing
techniques to reduce
harmful effects to
the environment. In
addition, the concept
of
green
consumerism
or
sustainable
consumption refers
to consumers who
are willing to buy
ecological friendly
products
whose
contents
and
methods
of
production have a
minimal impact on
the
environment
(Jaiswal
2012).
Recycling, buying
organic
food,
purchasing products
made of recycled
mate-rials,
and
considering
environmental
factors in marketing
practices (such as
product and package
design,
green
advertising,
and
marketing
strategies) are all
associated with the
activities of green
consumerism. Thus,
green
buying
behaviors preserve
natural
resources,
protect the environment,
and
are
considered to be a
type
of
ethical
consumer behaviors
(Papaoikonomou et
al.
2011).
We
propose a model
(Fig. 1) to examine

the
effects
of
individualism and
per-sonality
on
consumer
ethical
beliefs, which in
turn impact green
buying intention.

The HuntVitell
Model and
Consumer Ethics
Of the three ethical
decision
making
models (i.e., Ferrell
and Gresham 1985;
Hunt and Vitell
1986,
2006;
Trevino
1986),
Hunt and Vitells
ethics
model
(hereafter termed
HuntVitell
model: or HV
model) proposes a
posi-tive theory to
describe
the
process by which
consumers
make
their
ethical
decisions. It has
been
widely
adopted
as
a
general theoretical
framework
of
consumer ethical
deci-sion making
(Blodgett et al.
2001; Chan et al.
2008; Singh et al.
2007). Kavak et al.
(2009, p. 115)
indicates that the
HV model is the
only one that can
easily be applied to
consumers ethical
behavior. The H
V model suggests
that an individual
consumer
will
trigger the whole
rea-soning process
when
s/he
recognizes
an
ethical
dilemma.
When an ethical
dilemma
is
perceived,
consumers
will
apply
both
a
deontological and
teleological
evaluation to make
their
ethical
judgments. Finally,
ethical
judgment

results
in
intentions, which
leads to actions.
The HV model
also suggests that an
individual
ethical
perception
is
influenced
by
cultural,
professional,
industrial,
organizational, and
personal factors. Of
these factors, professional, industrial,
and organizational
factors are jobrelated
and/or
specialty-related
moral issues, while
cultural and personal factors are
relevant
to
individual consumer
activities.
Thus,
cultural
and
personal
characteristics are
hypothesized
to
significantly
influence consumer
ethical beliefs and
decision making at
the individual level
(Vitell 2003). The
personal
characteristics
include the factors
of
moral

development, such
as
materialism
(Rawwas et al.
2005; Van Kenhove
et
al.
2001),
Machiavellianism
(Rawwas
2001;
Rawwas
et
al.
2005),
moral
philosophies (Kavak
et al. 2009; Lu and
Lu 2010), selfcontrol (Vitell et al.
2009),
selfmonitoring (Kavak
et al. 2009), attitude
toward
business
(Vitell et al. 2007)
and
loyalty
proneness.
The
demographic traits,
such as age, gen-der,
religion,
and
education (Bateman
and Valentine 2010;
Lu and Lu 2010)
also
belong
to
personal
characteristics. Of
these
personal
factors,
attitude
toward business and
loyalty prone-ness
are important but
seldom discussed in
the consumer ethics
literature.
Additionally,
cultural
effects
suggest that the

H3

Culturalfactor
Individualism

H2
Consumerethicalbeliefs

Personalfactor
Attitudetowardbusiness
Loyaltyproneness

Fig. 1 The research model

123

H4
H5

H1

Greenbuyingintention

L.-C. Lu et al.

pri
mar
y
cult
ure
and
sub
cult
ure
mig
ht
infl
uen
ce
con
su
mer
s
cho
ices
in a
situ
atio
n
inv
olvi
ng
mor
al
issu
es.
Indi
vid
uali
sm/
coll
ecti
vis
m,
one
of
the
mo
st
sig
nifi
can
t
cult
ural
dim
ensi
ons
(Ho
fste
de
199

7),
has
bee
n
vie
we
d as
a
basi
s
for
con
tras
ting
diff
ere
nce
s at
the
indi
vid
ual
lev
el
and
stro
ngl
y
infl
uen
ces
con
su
mer
ethi
cal
beli
efs
and
dec
isio
n
ma
kin
g
(Ch
iou
and
Pan
200
7;
Lu
et
al.
201
3).
C
ons
ume

r
ethi
cal
beli
efs
are
ethi
cal
attit
ude
s
tow
ard
que
stio
nabl
e
con
sum
er
prac
tice
s.
Mit
chel
l et
al.
(20
09)
arg
ue
that
all
acti
ons
that
can
cau
se
org
aniz
atio
ns
or
con
sum
ers
to
lose
mo
ney
or
rep
utat
ion
as a
resu
lt of

dire
ct
or
indi
rect
con
sum
er
beh
avio
rs
are
unet
hica
l.
The
con
sum
er
ethi
cs
scal
e
(CE
S)
was
first
intr
odu
ced
by
Mu
ncy
and
Vite
ll
(19
92)
and
Vite
ll
and
Mu
ncy
(19
92)
to
exa
min
e
con
sum
er
ethi
cal
beli
efs.
The
y

dev
elop
ed a
four
dim
ensi
on
scal
e to
dete
rmi
ne
how
con
sum
ers
perc
eive
d
part
icul
ar
que
stio
nabl
e
beh
avio
rs
as
ethi
call
y
rig
ht
or
wr
ong.

The
scal
e
incl
ude
s
four
dim
ensi
ons:
(1)
Acti
ve:
ben
efits
incu
rred
fro
m
acti

vely
eng
agin
g in
perc
eive
d
ille
gal
acti
viti
es.
Thi
s
dim
ensi
on
rela
tes
to
con
sum
ers
ben
efiti
ng
by
deli
bera
tely
perf
orm
ing
ille
gal
prac
tice
s,
suc
h as
drin
kin
g a
can
of
sod
a in
a
stor
e
wit
hou
t
payi
ng
for
it
(Vit
ell

et
al.
199
1);
(2)
Pas
sive
:
ben
efits
incu
rred
fro
m
pass
ivel
y
eng
agin
g in
que
stion
able
acti
viti
es.
Exa
mpl
es
incl
ude
lyin
g
abo
ut a
chil
ds
age
to
get
a
low
er
pric
e or
rem
aini
ng
sile
nt
whe
n
rece
ivin
g
too
muc
h

cha
nge
(Vit
ell
and
Mu
ncy
199
2);
(3)
Que
stio
nabl
e:
ben
efits
incu
rred
fro
m
acti
vely
eng
agin
g in
que
stio
nabl
e or
dec
epti
ve
acti
viti
es
that
are
perc
eive
d as
lega
l.
Stre
tchi
ng
the
trut
h on
an
inco
me
tax
retu
rn is
an
acti
vity
belo
ngi

ng
to
this
dim
ensi
on
(Vit
ell
et
al.
199
1);
and
(4)
No
Har
m:
beh
avio
rs
perc
eive
d as
inv
olvi
ng
no
har
m/n
o
foul

acti
viti
es.
Thi
s
dim
ensi
on
is
defi
ned
as
beh
avio
rs
that
are
not
con
side
red
dire
ctly
har
mfu
l by
mos

t
con
sum
ers.
The
se
beh
avio
rs
mig
ht
incl
ude
reco
rdin
g an
albu
m
inst
ead
of
buy
ing
it
and
inst
alli
ng
soft
war
e on
a
com
pute
r
wit
hou
t
buy
ing
it
(Vit
ell
et
al.
199
1).

V
itell
and
Mu
ncy
(20
05)
furt
her
mo
dify
the

CE
S
scal
e
by
add
ing
two
ne
w
dim
ensi
ons
and
mo
dify
ing
the
No
Har
m
dim
ensi
on
(Vit
ell
et
al.
200
7).
The
ne
w
dim
ensi
on,
rec
yclin
g
awa
ren
ess
acti
viti
es
(Re
cyc
ling
),
con
side
rs
env
iron
me
ntal
ly
frie

ndl
y
pra
ctic
es
suc
h as
Pu
rch
asin
g
so
met
hin
g
ma
de
of
rec
ycl
ed
mat
eria
ls
eve
n
tho
ugh
it is
mor
e
exp
ensive

(Vit
ell
and
Mu
ncy
200
5).
Doi
ng
goo
d
(Do
Go
od)
dim
ensi
on,
the
oth
er
ne
w
one
,
acc

oun
ts
for
con
su
mer
s
perf
orm
ing
goo
d or
righ
t
beh
avi
ors.
Exa
mpl
es
incl
ude
corr
ecti
ng
a
mis
calc
ulat
ed
bill
in
thei
r
fav
or
or
pay
ing
for
an
ite
m
that
the
cas
hier
mis
tak
enl
y
fail
ed
to
cha
rge
for
(Vit
ell
and

Mu
ncy
200
5).
A
ccor
din
g to
Fish
bein
and
Ajz
en
(19
75),
indi
vid
uals

beli
efs
affe
ct
attit
ude
s
tow
ard
thei
r
beh
avio
rs
and
subj
ecti
ve
nor
ms,
whi
ch
in
turn
infl
uen
ce
beh
avio
ral
inte
ntio
n.
Hun
t
and
Vite
ll
(19
86,
200

6)
exte
nd
the
Fish
bein
and
Ajz
en
mo
del
and
arg
ue
that
ther
e is
a
rela
tion
ship
bet
wee
n
ethi
cal
beli
efs

and
mor
al
jud
gme
nt
and
inte
ntio
n.
Sin
gha
pak
di et
al.
(20
00)
emp
iric
ally
find
that
ethi
cal
beli
efs
posi
tive
ly
infl
uen
ces
ethi
cal
inte
ntio
n.
The
refo
re,
the
link
age
bet
wee
n
con
sum
er
ethi
cal
beli
efs
and
gree
n
buy
ing
inte
ntio

n is
evid
ent.
Tha
t is,
con
sum
ers
wit
h
hig
h
ethi
cal
beli
efs
are
mor
e
like
ly
to
buy
gree
n
pro
duct
s
than
thos
e
wit
h
low
ethi
cal
beli
efs.
Bas
ed
on
the
fore
goi
ng
disc
ussi
on,
we
pro
pos
e:

H1
Co
nsu
mer
ethi
cal
beli
efs

are
sig
nifi
can
tly
pos
itiv
e
pre
dict
ors
of
the
inte
ntio
n to
pur
cha
se
gre
en
pro
duc
ts.
Indi
vid
uali
sm/
Col
lect
ivis
m
Acc
ordi
ng
to
Hof
sted
e
(19
97),
cult
ural
dim
ensi
ons
incl
ude
po
wer
dist
anc
e,
indi
vid
uali
sm/
coll
ecti
vis
m,

unc
erta
inty
avo
ida
nce,
mas
culi
nity
,
and
lon
gter
m
orie
ntat
ion.
Of
thes
e
dim
ensi
ons,
indi
vid
uali
sm/
coll
ecti
vis
m
pos
sess
es
mor
e
stre
ngt
h
tha
n
oth
er
dim
ensi
ons
in
exp
lain
ing
con
su
mer
ethi
cal
beli
efs
(Hu
sted

and
All
en
200
8).
Ere
z
and
Ear
ley
(19
93)
arg
ue
that
indi
vid
uali
sm
is
esp
ecia
lly
rele
van
t to
que
stio
ns
of
con
su
mer
ethi
cs.
Thu
s,
the
indi
vid
uali
sm/
coll
ecti
vis
m
dim
ensi
on
is
the
cult
ural
dim
ensi
on
of
inte
rest
for

the
curr
ent
stu
dy.
I
ndi
vid
uali
st
soci
etie
s
em
pha
size
an
I
con
scio
usn
ess
pert
aini
ng
to
aut
ono
my,
em
otio
nal
ind
epe
nde
nce,
indi
vidual
initi
ativ
e,
the
righ
t to
priv
acy,
the
sear
ch
of
ple
asu
re,
fina
nci
al
sec
urit

y,
the
nee
d
for
spe
cifi
c
frie
nds
hip,
and
uni
ver
sali
sm
(Ho
fste
de
198
4).
In
indi
vid
uali
st
cult
ure
s,
indi
vid
uals
ten
d to
pla
ce
gre
ater
imp
orta
nce
on
ach
ievi
ng
goa
ls
tha
n
on
mai
ntai
nin
g
har
mo
nio
us
rela

tion
shi
ps
(Os
yerm
an
et
al.
200
2).
Indi
vid
uali
st
peo
ple
are
mor
e
like
ly
to
be
goa
lorie
nte
d
and
ten
d to
cra
ve
bot
h
ach
iev
em
ent
and
suc
ces
s
(Go
uve
ia
et
al.
200
3).
It is
a
me
asu
re
of
the
rela

tive
imp
orta
nce
that
soci
etal
me
mb
ers
pla
ce
upo
n
thei
r
ow
n
vie
ws
and
wel
fare
.
Indi
vid
uali
sm
thu
s is
defi
ned
as
the
rela
tion
shi
p
bet
wee
n
an
indi
vid
ual
and
a
gro
up
to
whi
ch
that
per
son
bel
ong
s
(Ho

fste
de
199
7).
Indi
vid
uali
sts
ten
d to
hav
e a
hig
h
nee
d
for
ach
iev
em
ent
and
val
ue
indi
vid
ual
righ
ts
wit
h a
min
imu
m
of
inte
rfer
enc
e.
In
con
tras
t to
indi
vid
uali
sts,
wh
o
pla
ce
gre
at
imp
orta
nce
upo
n
the

mselv
es,
coll
ecti
vist
s
foc
us
on
the
gre
ater
goo
d of
thei
r
ext
end
ed
fam
ily
or
org
ani
zati
on
(Hu
sted
and
All
en
200
8).
Col
lect
ivis
t
soci
etie
s,
on
the
oth
er
han
d,
stre
ss a
w
e
con
scio
usn
ess,
incl
udi
ng
coll

ecti
ve
ide
ntit
y,
em
otio
nal
dep
end
enc
e,
gro
up
soli
dari
ty,
sha
ring
,
duti
es
and
obli
gation
s,
the
nee
d
for
stab
le
and
pre
det
erm
ine
d
frie
nds
hip
s,
gro
up
dec
isio
nma
kin
g,
and
part
icul
aris
m
(Ki
m
et

al.
199
4;
Siv
ada
s et
al.
200
8).
In
coll
ecti
vist
cult
ure
s,
peo
ple
are
mor
e
like
ly
to
sacr
ific
e
goa
l
ach
iev
em
ent
for
the
sak
e of
goo
d
rela
tion
shi
ps
wit
h
oth
ers
(Tri
and
is
199
5).
Col
lect
ivists
val
ue
reci

pro
cati
on
of
fav
ors,
a
sen
se
of
bel
ong
ing,

123

and
res
pec
t
for
trad
itio
n
(Sc
hw
artz
199
2).

Consumer Personality and Green Buying Intention

The effect of
culture on ethical
decision making is
evident (Blodgett et
al. 2001). Haidt et
al. (1993) have
shown that the
domain of morality
is
culturally
dependent. That is,
whether consumer
practices
are
considered ethical
varies from culture
to culture. Chiou
and Pan (2007, p.
499)
empirically
indicate
the
existence of the
effect of collectivism on ethical
beliefs. They argue
that collectivistic
consumers
are
more likely to
treat the sellers as
part of their ingroups
and,
therefore, are more
likely to refrain
from questionable
consumption
behaviors. Their
findings
are
consistent
with
previous literature.
For example, Osyerman et al. (2002)
explicitly state that
individualism/collectivism strongly
influences
consumer attitudes
and
decision
making. Wood et
al. (1988) find that
individual-ism
strongly influences
the moral reasoning
of
consumers.
Cohen et al. (1996)
also report a strong
and
significant
effect of Hofstedes
individualism on
ethical
beliefs.
Thus, the effects of

individualism on
consumer ethical
beliefs
are
supported by a
considerable
amount of evidence
(Smith and Hume
2005). Based on
the
previous
findings,
we
hypothesize:
H2a
Consumers
with
high
individualism are
less
likely
to
consider
questionable
consumer practices
(i.e.,
Active,
Passive, Question,
and
NoHarm
dimensions)
as
ethically
wrong
than
their
collectivist
counterparts.
H2b
Consumers
with
high
individualism are
less
likely
to
consider
good
consumer practices
(i.e., Recycling and
DoGood
dimensions)
as
ethically acceptable
than
their
collectivist
counterparts.
Trianids (1993)
and McCarty and
Shrum (1994; 2001)
indicate
that
individualism tends
to be less friendly to
the
environment
than
collectivism.
Individualists
engage in voluntary
associations;
they
place
great
importance
upon
their
personal
benefits, which is
consistent with their
per-ceiving
themselves
as

distinct individuals
(Husted and Allen
2008). They also
tend to have a high
need
for
achievement
and
value
individual
rights
with
a
minimum
of
interference
(Schwartz
1992).
This
type
of
individualism is not
conducive
to
environmental
friendliness because
social,
environmental, and
animal welfare are
not
the
first
consideration
for
them. Laroche et al.
(2001) suggest that
an individualist have
less motivation to
engage in proenvironmental
behaviors than a
collectivists.
Similarly, Kim and
Choi (2005) suggest
that
collectivism
significantly
influences
green
buying
behaviors
because collectivist
people
value
cooperation,
helpfulness,
and
consideration of the
goals of the group
relative
to
the
individual.
Thus,
individualist
consumers tend to
buy fewer green
products
than
collectivist
consumers. Based
on the previous discussion,
we
hypothesize:

H3 Individualism
directly
and
negatively relates
to green buying
intention.
Attitudes Toward
Business
Attitudes
toward
business
have
regularly been used
to describe public
and
individual
impressions of both
busi-nesses
in
general
and
specific business
firms (Anderson et
al. 1979). Because
marketing
exchanges
are
interactive,
the
quality of services
or goods provided
by
specific
businesses
contributes to the
general shopping
experience
and
toward developing
individual attitudes
toward busi-ness. A
positive
attitude
toward
business
denotes a favorable viewpoint of
business activities
and product quality
in
general.
Additionally, Vitell
and Muncy (1992)
devise a multidimensional scale
of
attitudinal
characteristics with
attitude
toward
business as one of
the
attitudinal
dimen-sions.
Consumers
will
have a positive
attitude
toward
business if they are
satisfied
with
business
and
believe
that
businesses
generally
care
about consumers

and deal fairly with

them. (Vitell and
Muncy 1992). For
example,
consumers with a
positive attitude are
more likely to
believe that most
products
are
durable and are
more likely to be
satisfied with the
products they buy
than those who
have a less positive
(more
negative)
attitude. They also
believe that the
business
community
can
help to raise living
stan-dards. Thus,
the personal trait of
attitude
toward
business in this
study is viewed as
a general attitude
toward
overall
business activities
in the market place
and is not limited
to a specific store,
brand or business.
According
to
Vitell and Muncy
(2005),
consumer
atti-tudes
toward
business are related
to
their
ethical
beliefs
regarding
consumer situations.
If consumers believe
that firms truly and
fairly care about
consumers rights,
they would consider
questionable
consumer practices
that might damage
sellers
to
be
unacceptable
or
wrong (Vitell et al.

123

2007). Vitell et al.

(2006) show that
consumers with a
more
favorable
attitude
toward
business tend to be
less
tolerant
of
passively benefiting
behaviors (Passive
dimension) (Chan et
al. 1998). Lu and Lu
(2010) find that
consumer attitudes
toward business are
negatively
correlated
with
actively benefiting
from
illegal
activities
(Active
dimen-sion)
and
deceptive
legal
practices (Question
dimension). These
results imply that
consumers with a
negative
attitude
toward
business
tend to be tolerant of
actively benefiting
behaviors, whether
illegal
or
questionable.
For
example, consumers
with a negative
attitude
toward
business may be
more likely to give
misleading
price
information to a
clerk for an unpriced
item than those
consumers with a
positive
attitude
toward
business.
Thus,
attitude
toward
business
impacts consumer
ethical beliefs (Vitell
and Muncy 1992).
Based on these
findings,
we
hypothesize:

L.-C. Lu et al.

H4
a
Co
nsu
mer
s
wit
h a
pos
itiv
e
attit
ude
tow
ard
bus
ines
s
are
mor
e
like
ly
to
con
side
r
que
stio
nab
le
con
su
mer
pra
ctice
s
(i.e.
,
Act
ive,
Pas
sive
,
Qu
esti
on,
and
No
Har
m
dim
ensio
ns)
as
ethi

call
y
wro
ng
tha
n
con
su
mer
s
wit
h a
neg
ativ
e
attit
ude
tow
ard
bus
ines
s.
H4
b
Co
nsu
mer
s
wit
h a
pos
itiv
e
attit
ude
tow
ard
bus
ines
s
are
mor
e
like
ly
to
con
side
r
goo
d
con
su
mer
pra
ctic
es
(i.e.
,

Rec
ycli
ng
and
Do
Go
od
dim
ensi
ons
) as
ethi
call
y
acc
ept
abl
e
tha
n
con
su
mer
s
wit
h a
mor
e
neg
ativ
e
attit
ude
tow
ard
bus
ines
s.
Loy
alty
Pro
nen
ess
Loy
alty
pro
nen
ess
is
the
ten
den
cy
for
a
cust
om
er

to
con
scio
usl
y
eng
age
in a
rela
tion
shi
p
wit
h a
reta
iler
or a
stor
e.
Cus
tom
ers
wit
h
hig
h
loy
alty
pro
nen
ess
hav
e a
fav
ora
ble
attit
ude
tow
ard
a
part
icul
ar
stor
e
and
exh
ibit
affe
ctiv
e
co
mm
itm
ent,
whi
ch

is
nec
ess
ary
for
true
cust
om
er
loy
alty
to
occ
ur
(Va
n
Ke
nho
ve
et
al.
200
3).
Ad
diti
ona
lly,
loy
alty
pro
nen
ess
is
so
me
wh
at
diff
ere
nt
fro
m
socall
ed
st
ore
loy
alty
.
The
for
mer
is
mor
e
affe
ctio
n

orie
nte
d
tha
n
beh
avi
or
orie
nte
d,
whi
le
the
latt
er
is
mor
e
root
ed
in
beh
avi
oral
iner
tia
or
con
ven
ien
ce
(Di
ck
and
Bas
u
199
4).
Sto
re
loy
alty
ma
y
con
tain
bot
h
affe
ctiv
e
and
beh
avi
oral
out
co
mes

,
wh
ere
as
loy
alty
pro
nen
ess
ma
y
not
nec
ess
aril
y
res
ult
in
beh
avi
oral
loy
alty
.
The
per
son
al
trait
of
loy
alty
pro
nen
ess
in
this
stu
dy
is
clos
e to
Od
eke
rke
nSch
rod
er
et
al.s
(20
03)
co
nsu
mer
rela
tion

shi
p
pro
nen
ess,

whi
ch
is
defi
ned
as
the
ten
den
cy
for
a
con
su
mer
to
dev
elo
p
and
mai
ntai
n a
rela
tive
ly
stab
le
rela
tion
shi
p
wit
h a
part
icul
ar
reta
iler.
L
oya
lty
pro
nen
ess
usu
ally
lea
ds
to a
con
su
mer

s
affe
ctive
co
mm
itm
ent.
Wh
en
con
su
mer
s
affe
ctiv
e
co
mm
itm
ent
is
hig
h,
the
y
hav
e
the
desi
re
to
con
tinu
e
thei
r
rela
tion
shi
p
be
cau
se
of
pos
itiv
e
affe
ct
tow
ard
s
the
part
ner

(Ku
mar
et

al.
199
5,
p.
351
).
Ste
enh
aut
and
Van
Ke
nho
ve
(20
05,
p.
347
)
sug
gest
that
hig
hly
affe
ctiv
ely
co
mm
itte
d
con
su
mer
s
are
mot
ivat
ed
to
sho
p in
a
part
icul
ar
stor
e
bec
aus
e
the
y
wa
nt
to,
as
opp
ose

d to
calc
ulat
ivel
y
co
mm
itte
d
cus
tom
ers
wh
o
eng
age
in a
buy
er
sell
er
rela
tion
shi
p
be
cau
se
the
y
nee
d
to.
Thu
s,
wh
en
the
bin
din
g
fact
ors
are
rem
ove
d,
calc
ulat
ive
co
mm
itm
ent
bec
om
es a
fal
se

loy
alty
. In
this
cas
e,
affe
ctiv
e
co
mm
itm
ent
is
mor
e
po
wer
ful
in
exp
lain
ing
tr
ue
con
su
mer
beh
avi
or
tha
n
calc
ulat
ive
co
mm
itm
ent.
M
org
an
and
Hun
t
(19
94)
hyp
othe
size
that
com
mit
men
t
lead
s to
coo

pera
tion
and
grea
ter
prof
itab
ility
.
Vite
ll
(20
03)
sug
gest
s
that
stor
e
com
mit
men
t
may
play
a
role
in
dete
rmin
ing
con
sum
ers
unet
hica
l
beh
avio
rs.
Stee
nha
ut
and
Van
Ken
hov
e
(20
05)
also
find
that
a
less
com
mitt
ed
cust

ome
r is
mor
e
like
ly
to
pass
ivel
y
acc
ept
a
que
stio
nabl
e
beh
avio
r
(i.e.
,
rece
ivin
g
too
muc
h
cha
nge
wit
hou
t
rep
orti
ng
it).
If a
con
sum
er
has
a
gen
eral
pre
disp
ositi
on
to
goo
d

rela
tion
shi
ps,
he/s
he
will
be
mor
e
like
ly
to
inte
ract
wit
h
the
reta
iler
(Ch
rist
y et
al.
199
6)
and
be
mor
e
pro
ne
to
for
m a
frie
ndl
y
rela
tion
shi
p
wit
h
that
reta
iler
(Fe
rna
nde
s
and
Pro
enc
a
200
8).
Suc
h a
con

su
mer
ma
y
pos
sess
a
mor
e
pos
itiv
e
attit
ude
tow
ard
a
part
icul
ar
reta
iler,
sho
p
mor
e in
that
stor
e,
be a
me
mb
er
of
the
stor
es
clu
b,
and
act
in a
fai
r
wa
y
wh
en
sho
ppi
ng.
Thu
s,
con
su
mer
s
wit
h
hig

h
loy
alty
pro
nen
ess
are
mor
e
con
scio
usl
y
orie
ntat
ed
to
esta
blis
h
ethi
cal
rela
tion
shi
ps
(Di
ck
and
Bas
u
199
4;
Od
eker
ken
Sch
rod
er
et
al.
200
3).
Bas
ed
on
the
disc
ussi
on
and
find
ing
s,
we
hyp
oth
esiz

e:
H5
a
Co
nsu
mer
s
wit
h
hig
h
loy
alty
pro
nen
ess
are
mor
e
like
ly
to
con
side
r
que
stio
nab
le
con
su
mer
pra
ctic
es
(i.e.
,
Act
ive,
Pas
sive
,
Qu
esti
on,
and
No
Har
m
dim
ensi
ons
) as
ethi
call
y
wro
ng
tha
n
tho

se
wit
h
low
loy
alty
pro
nen
ess.
H5
b
Co
nsu
mer
s
wit
h
hig
h
loy
alty
pro
nen
ess
are
mor
e
like
ly
to
con
side
r
goo
d
con
su
mer
pra
ctic
es
(i.e.
,
Rec
ycli
ng
and
Do
Go
od
dim
ensi
ons
) as
ethi
call
y
acc
ept
abl
e

tha
n
tho
se
wit
h
low
loy
alty
pro
nen
ess.

Met
hod
olo
gy
Me
asu
res
In
ord
er
to
ins
ure
con
tent
vali
dity
,
the
scal
es
for
con
stru
cts
use
d in
this
stu
dy
wer
e
dev
elo
ped
bas
ed
on
a
thor
oug
h
liter
atur

e
revi
ew.
Firs
t,
we
use
a
me
asu
rem
ent
scal
e
for
indi
vid
uali
sm
orig
inal
ly
dev
elo
ped
by
Hof
sted
e
(19
84,
199
7)
and
refi
ned
by
Lu
et
al.
(19
99)
and
Blo
dge
tt et
al.
(20
01).
A
hig
h
sco
re
den
otes
a
hig
h

indi
vid
uali
sm
pro
pen
sity.
Sec
ond
,
we
use
the
scal
e
for
attit
ude
tow
ard
bus
ines
s
dev
elo
ped
by
Ric
hin
s
(19
83)
and
refi
ned
by
Vite
ll
and
Mu
ncy
(20
05).
Co
nsu
mer
s
attit
ude
tow
ard
bus
ines
s
imp
rov
es
wit

h
stro
nge
r
res
pon
den
t
agr
ee
me
nt
wit
h
eac
h
ite
m.
A
sam
ple
ite
m
is
M
ost
co
mp
ani
es
are
con
cer
ned
abo
ut
thei
r
cust
om
ers.

Thi
rd,
the
me
asu
rem
ent
ite
ms
for
loy
alty
pro
nen
ess
are
tak

en
fro
m
con
su
mer
rela
tion
shi
p
pro
nen
ess
(Od
eke
rke
nSch
rod
er
et
al.
200
3)
and
rela
tion
shi
p
co
mm
itm
ent
(Ste
enh
aut
and
Van
Ke
nho
ve
200
5).
The
hig
her
the
sco
re,
the
hig
her
a
cust
om
er
con
scio

usl
y
eng
ages
in a
rela
tion
shi
p
wit
h a
stor
e.
Fou
rth,
inte
ntio
n to
pur
cha
se
gre
en
pro
duc
ts is
me
asu
red
usi
ng
a
scal
e
bas
ed
on
Ki
m
and
Ch
ois
(20
05)
gre
en
buy
ing
beh
avi
or.
A
hig
h
sco
re
indi
cate

s a
hig
h
ten
den
cy
for
a
con
su
mer
to
buy
gre
en
pro
duc
ts.
Fin
ally
,
the
con
stru
ct
of
con
su
mer
ethi
cal
beli
efs
is
me
asu
red
usi
ng
the
six
dim
ensi
ons
of
the
CE
S,
dev
elo
ped
by
Mu
ncy
and
Vite
ll
(19
92)

and
refi
ned
by
Vite
ll
and
Mu
ncy
(20
05)
and
Vite
ll et
al.
(20
07).
The
low
er
the
sco
re
obt
ain
ed
fro
m
eac
h
que
stio
nab
le
acti

123

vity
reg
ardi
ng
the
dim
ensi
ons
of
Act
ive,
Pas
sive
,
Dec
epti
ve,
and
No
Har
m,
the
mor
e
stro
ngl
y
the
con
su
mer
s
feel
the

Consumer Personality and Green Buying Intention

questionable
activity is less
ethical, while a
high score on the
DoGood
and
Recycling
dimensions
indicates respondents consider such
practices
acceptable
and
ethical.
Except
for
certain items which
respondents will be
instructed to rate
whether
they
perceive
questionable consumer practices as
ethically wrong
(1) or not wrong
(5) on a five-point
scale, all items
were
measured
with a 5-point
Likert type scale,
ranging from 1 =
strongly disagree
to 5 = strongly
agree.
Additionally, the
instrument was first
pre-tested on 250
students who study
in
the
EMBA
program
of
a
national university
in Taiwan to finetune the items of
each construct used
in
the
formal
survey.
All
measures
were
translated
into
Chinese by a native
speaker of Chinese
who is also fluent
in English. The
translation
was
then
reviewed,
revised and back
translated by both
scholars
and
ordinary consumers
to
insure
the
authenticity of the
translation.

Data Collection
and Sample
The questionnaire
was delivered by
hand to pedestrians
near
various
shopping
malls,
ports, and train
stations in Taiwan
to obtain a broad
sample
of
the
population. Interviewees
were
selected to contact
every Nth passing
con-sumer,
with
n
selected
randomly by the
interviewer. About
553 questionnaires
were
collected.
After
excluding
invalid samples, a
total
of
545
questionnaires
were retained for
analysis. As shown
in
Table
1,
respondents were
pri-marily female
(54.5 %), aged 20
39 years old (56.7
%),
with
a
bachelors degree
or
higher
educational level
(48.3 %).

Table 1 Sample
characteristics
Item
Gender
Male
Female
Age
Under 19
2029
3039
4049
5059
Over 60

Senior high school

149

27.3

Some college
Bachelors degree
Masters degree or doctorate degree

111
184
79

20.4
33.8
14.5

Public servants
Commerce

43
194

7.9
35.6

Industry
Farming/fishing

85
13

15.6
2.4

39
108

7.2
19.8

63

11.6

Current occupation

Household
Students
Others

Highest Education Level obtained

Junior high school diplomaReliability
or less
and

Validity Analysis

Results
Since the study
examines
the
relationships among
con-sumer
personality,
consumer ethics and
green
buying
intention,
we
conduct
a
confirmatory factor
analysis (CFA) to
establish
unidimensionality for
each factor and then
use
structural
equation modeling
(SEM) to test the
model. Harris and
Goode (2004, p.
147) indicate that
structural equation
models
overcome
the limitations of
bivariate
analyses
through
the
simultaneous
analysis of all the
complex
relationships
between
the
constructs.
Similarly, Hair et al.
(2010,
p.
641)
explicitly states that
SEM
is
most
appropriate
when
the research has

multiple con-structs,
each represented by
several
measured
variables,
and
.allows for all of
the
relationship/equatio
ns to be estimated
simultaneously.
Thus, CFA and SEM
are suit-able for the
study and type I
error inflation is
under control.

After
removing
several items with
low scores of itemto-total correlation
to improve the
consistency
and
stability of each
constructs,
the
model-fit indices of
CFA were assessed to determine
the models overall
goodness of fit, as
shown in Table 1.
All
values
of
model-fit indices
2
(v
(620)
=
1184.62, CFI =
0.98, NFI = 0.96,
NNFI = 0.98, RFI
= 0.96, GFI = 0.90,
RMSEA = 0.041)
exceed
their
respective
acceptance levels
suggested
by
previous research
(Joreskog
and
Sorbom
1992).
Thus, the model
appears to have a
fairly good fit with
the data collected.

123

Table 2 shows
that the composite
reliabilities of each
construct confirm
the rule that the
value must exceed
0.7 (Nunnally and
Bernstein
1994).
The
authors
consider
convergent validity
by examining the
average variance
extracted (AVE),
factor loading, and
goodness-of-fit
indexes in the CFA.
In this study, all
constructs
AVE
values are above
the recommended
0.50 level and all
of the items in the
measurement
model have factor
loadings exceeding
0.62
and
are
positively
significant (p \
0.05). These are
significant
and
appropriate for this
study

L.-C. Lu et al.
Table 2 Reliability, AVE, and discriminant validity
Individualism Attitude toward
business
Individualism

Loyalty
proneness

Active Passive

Question

NoHarm Recycling

DoGood

Green
Buying

0.60

0.19

0.10

0.37

0.37

0.17

0.24

0.06

0.09

0.03

-0.44

0.54

0.06

0.53

0.38

0.18

0.13

0.03

0.12

0.03

-0.32

0.25

0.79

0.08

0.18

0.16

0.06

0.07

0.00

0.03

Active
Passive

0.61
0.61

-0.73
-0.62

-0.28
-0.43

0.60
0.76

0.58
0.61

0.27
0.32

0.19
0.28

0.10
0.09

0.25
0.08

0.06
0.05

Question
NoHarm

0.41
0.49

-0.42
-0.36

-0.40
-0.24

0.52
0.44

0.57
0.53

0.62
0.50

0.25
0.55

0.02
0.04

0.01
0.05

0.04
0.03

Recycling
DoGood

-0.24
-0.30

0.16
0.34

0.26
0.02

-0.31
-0.50

-0.30
-0.29

-0.14
-0.10

-0.21
-0.22

0.44
0.37

0.14
0.52

0.24
0.09

Green buying
Composite
reliability

-0.16
0.85

0.15
0.82

0.18
0.94

-0.25
0.86

-0.23
0.86

-0.20
0.83

-0.17
0.83

0.49
0.76

0.30
0.81

0.66
0.85

Attitude toward
business
Loyalty
proneness

v (620) = 1184.62, CFI = 0.98, NFI = 0.96, NNFI = 0.98, RFI = 0.96, GFI = 0.90, RMSEA = 0.041
Diagonal elements show the AVE
Off-diagonal elements of the lower half of the matrix show the correlations. All correlations are significant at 0.05 level
Off-diagonal elements of the upper half of the matrix show the shared variance

(Bagozzi and Yi 1988). All indices of model fit exceed 0.9,

achieving acceptable levels (Anderson and Gerbing 1988).
In addition, the authors found that all shared variances
between factors were lower than the value of AVE, as
suggested by Fornell and Larcker (1981) for acceptable
discriminant validity (Table 2). Therefore, the measurement model of this study appears to possess adequate
reliability and validity.
Hypotheses Testing
This study tests its hypotheses using SEM. Findings are
displayed in Table 3. The goodness model-fit indices of
2
structure model were v (637) = 1424.15, CFI = 0.98, NFI
= 0.96, NNFI = 0.97, RFI = 0.95, GFI = 0.88, and RMSEA
= 0.048. First, the study indicates that the vari-able of
consumer ethics influences consumer intention to buy
green products. Although the dimensions of Active (b =
-0.00, n.s.), Passive (b = -0.02, n.s.), and NoHarm (b =
0.01, n.s.) are not significant, the effects of Question (b =
-0.13, t value = -2.31), Recycling (b = 0.43, t value = 7.60),
and DoGood (b = 0.18, t value = 3.46) on the construct of
green buying intention are significant, partially supporting
H1.
The construct of individualism is a significant predictor
of the dimensions of Active (c = 0.37, t value = 8.46),
Passive (c = 0.38, t value = 8.44), Question (c = 0.23, t
value = 4.44), NoHarm (c = 0.41, t value = 7.37),

123

Recycling (c = -0.16, t value = -2.70),

and DoGood
(c = -0.23, t value = -4.08). However,
individualism
does not directly influence consumer green buying intention (c = 0.07, n.s.). H2a and H2b are thus fully supported,
but H3 is not supported.
Attitude toward business significantly effects the ethical
values of Active (c = -0.61, t value = -12.69), Passive (c =
-0.46, t value = -9.91), Question (c = -0.30, t value =
-5.74), NoHarm (c = -0.21, t value = -3.92), and DoGood
(c = 0.32, t value = 5.64), but not Recycling (c = 0.09,
n.s.). These support H4a and partially support H4b.
Moreover, the effects of loyalty proneness on Passive (c =
-0.19, t value = -5.04), Question (c = -0.25, t value =
-5.36), Recycling (c = 0.19, t value = 3.61), and DoGood
(c = 0.14, t value = 2.80) are significant. However, loyalty
proneness does not significantly affect Active (c = -0.01,
n.s.) and NoHarm (c = -0.06, n.s.). Thus, H5a is partially
supported and H5b is fully supported.
Finally, Table 4 summarizes the direct, indirect, and
total effect of the constructs in the model on green buying
intention. Individualism, despite showing a weaker direct
effect on green buying intention than Question, Recycling
and DoGood dimension, exhibits a significantly strong
total effect on consumers green buying intention. The constructs of attitude toward business and loyalty proneness
also have significantly indirect and total effects on green
buying intention.

Consumer Personality and Green Buying Intention

CFI = 0.98, NFI = 0.96, NNFI =
0.97, RFI = 0.95, GFI = 0.88,
T
RMSEA = 0.048
a
b
l
e
3
R
e
s
u
lt
s
o
f
t
h
e
p
r
o
p
o
s
e
d
m
o
d
e
l

*t
valu
e is
sign
ifica
nt at
p\
0.05
whe
n
the t
valu
e
exce
eds
1.96
2

v (637)
=
1424.15,

Hypothesis

Causal path

H1

Active ? Green buying

0.00

0.03

Passive ? Green buying

-0.02

-0.03

Question ? Green buying

-0.13

-2.31*

NoHarm ? Green buying

-0.01

-0.21

Recycling ? Green buying

0.43

7.60*

DoGood ? Green buying

0.18

3.46*

Individualism ? Active

0.37

8.46*

Individualism ? Passive

8.44*

Individualism ? Question

0.38
0.23

Individualism ? NoHarm
Individualism ? Recycling

0.41
-0.16

7.37*
-2.70*

Individualism ? DoGood

-0.23

-4.08*

Individualism ? Green buying

Attitude toward business ? Active
Attitude toward business ? Passive

0.07
-0.61
-0.46

0.91
-12.69*
-9.91*

Attitude toward business ? Question

-0.30

-5.74*

Attitude toward business ? NoHarm

Attitude toward business ? Recycling

-0.21
0.09

-3.92*
1.53

0.32

5.64*

H2a

H2b
H3
H4a

H4b

Standardized
structural
coefficient

Attitude toward business ? DoGood

H5a

H5b

-0.01

-0.18

Loyalty proneness ? Passive

-0.19

-5.04*

Loyalty proneness ? Question

-0.25

5.36*

Loyalty proneness ? NoHarm

Loyalty proneness ? Recycling

-0.06
0.19

1.40
3.61*

0.14

2.80*

Table 4 Direct,
indirect, and total
effects of determinants
on green buying
intention
Predictor

Individualism
Attitude toward
business
Loyalty proneness
Passive
Question
NoHarm
Recycling
DoGood
A
l
l
n
o
n
z

e
r
o
e
f
f
e
c
t
s
a
r
e
s
i
g
n
i
f
i
c
a
n
t
a

Conclusion

Partial supported

Supported

4.44*

Loyalty proneness ? Active

Loyalty proneness ? DoGood

Active

t value

Supported
Not supported
Supported

Partial supported
Partial supported

supported

Conclusions
p
\
0
.
0
5
n
.
s
.
n
o
n
s
i
g
n
i
f
i
c
a
n
t
e
f
f
e
c
t

Based on a survey
of 545 Taiwanese
consumers, the data
provides
support
for our proposed
research model and
for many of our
hypotheses.
We
elucidate the effect
of indi-vidualism,
attitude
toward
business
and
loyalty proneness
on each dimension
of ethical beliefs,
which in turn influences
consumer
buying
intention
toward
green
products.
First,
green
buying intention is
dependent
on
consumer
ethical
beliefs
about
Question, Recycling
and
DoGood
activities.
One
suggestion is that
when environmental
awareness
is
considered
a
dimension
of
consumer
ethical
beliefs (Vitell and
Muncy
2005),
consumers with high
ethical
awareness
demonstrate
a
relatively consistent
intention to buy
green
products
(DSouza et al.
2007). Thus, if
people are more
likely to consider
questionable
but
legal
activities
unethical
and
perceive recycling
and doing good
practices as ethically
acceptable, they are
more willing to buy
green
products.
However,
the

findings of this

123

L.-C. Lu et al.

stu
dy
de
mo
nstr
ate
that
the
ethi
cal
dim
ensi
ons
of
Act
ive,
Pas
sive
,
and
No
Har
m
are
not
sig
nifi
can
tly
rela
ted
to
gre
en
buy
ing
inte
ntio
n. It
app
ears
that
indi
vid
uals
con
side
r
the
ben
efit
s of
acti
ve,
pas
sive
, or
nohar

m
con
su
mer
beh
avi
ors
to
be
ind
epe
nde
nt
of
gre
en
buy
ing
inte
ntio
ns.
S
eco
nd,
we
find
that
Tai
wan
ese
con
sum
ers
wit
h a
stro
nge
r
indi
vid
uali
sm
orie
ntat
ion
tend
to
see
ben
efiti
ng
fro
m
que
stio
nabl
e
prac
tice

s as
ethi
call
y
acc
epta
ble,
mor
e so
than
thos
e
wit
h a
low
er
indi
vid
uali
sm
orie
ntat
ion.
In
indi
vid
uali
st
cult
ures
,
indi
vid
uals
tend
to
plac
e
grea
ter
imp
orta
nce
on
achi
evin
g
task
s
than
on
mai
ntai
nin
g
harmo
nio
us

rela
tion
ship
s
(Os
yer
man
et
al.
200
2).
It is
reason
able
to
assu
me
that
indi
vid
uali
sm
wou
ld
be
mor
e
like
ly
to
tole
rate
unet
hica
l
acti
viti
es
in
the
Acti
ve,
Pas
sion
,
Que
stio
n,
and
Noh
arm
dim
ensi
on
if
they
hea
vily

emp
hasize
pers
onal
ben
efits
and
are
sens
itiv
e to
situ
atio
ns
in
whi
ch
thei
r
ben
efits
are
thre
aten
ed.
Add
itio
nall
y,
this
stud
y
also
sho
ws
that
indi
vid
uali
sts
are
less
acc
epti
ng
of
the
goo
d
prac
tice
s
cont
aine
d in
the
Rec
ycli

ng
and
Do
Goo
d
dim
ension
s.
Thi
s is
pro
babl
y
bec
aus
e
this
kin
d of
con
sum
ers
doe
s
not
desi
re
to
serv
e
and
sacr
ific
e
for
the
ingro
up
(Tri
andi
s
and
Sin
gele
s
199
8)
and
doe
s
not
plac
e
the
ben
efit
to

the
ingro
up
ahe
ad
of
thei
r
own
goal
s
(Sin
geli
s et
al.
199
5).
Thu
s,
indi
vid
uali
sm,
whi
ch
has
a
grea
ter
tole
ranc
e of
devi
atio
ns
fro
m
gro
up
nor
ms
than
coll
ecti
vis
m,
stro
ngl
y
infl
uen
ces
con
sum
ers
mor
al
reas

oni
ng,
beli
efs,
and
ethi
cal
deci
sion
mak
ing
pro
cess
es
(Hu
sted
and
Alle
n
200
8).

T
hird
,
the
con
stru
ct
of
attit
ude
tow
ard
bus
ines
s
infl
uenc
es
alm
ost
all
dim
ensi
ons
of
con
su
mer
ethi
cal
beli
efs,
part
iall
y
con

sist
ent
wit
h
the
find
ing
s of
Vite
ll et
al.
(20
07).
The
stro
nge
r
the
con
su
mer
s
pos
itiv
e
attit
ude
s
tow
ard
bus
ines
ses,
the
mor
e
the
y
avo
id
eng
agi
ng
in
the
mor
ally
que
stio
nab
le
pra
ctic
es
con
tain
ed
in
the
Act

ive,
Pas
sive
,
Qu
esti
on,
and
No
Har
m
dim
ensi
ons,
and
the
like
lier
the
y
are
to
acc
ept
acti
viti
es
in
the
Do
Go
od
dim
ensi
on.
If
con
su
mer
s
gen
eral
ly
con
side
r
that
mo
st
fir
ms
are
kin
d to
thei
r
cust
om
ers

and
the
y
are
sati
sfie
d
wit
h
pro
duc
ts
the
y
buy
,
the
y
hol
d
hig
hly
pos
itiv
e
attit
ude
s
tow
ard
bus
ines
s in
gen
eral
and
thu
s
refr
ain
fro
m
une
thic
al
beli
efs.
Ho
we
ver,
we
fou
nd
that
attit
ude
tow
ard
bus
ines

s
doe
s
not
affe
ct
the
Rec
ycli
ng
dim
ensi
on,
a
find
ing
con
sist
ent
wit
h
pre
vio
us
stu
dies
(Lu
and
Lu
201
0).
Co
nsu
mer
ethi
cal
beli
efs
reg
ardi
ng
rec
ycli
ng
app
ear
to
be
driv
en
trait
s or
beli
efs
not
rela
ted
to
attit
ude

tow
ard
bus
ines
s.
F
orth
,
loy
alty
pro
nen
ess
app
are
ntly
pla
ys a
far
mor
e
imp
orta
nt
role
in
con
su
mer
det
erm
inat
ion
of
wh
eth
er
acti
viti
es
are
une
thic
al.
Co
nsu
mer
s
wit
h
stro
nge
r
loy
alty
pro
nen
ess
are
mor

e
like
ly
to
con
side
r
Pas
sive
and
Qu
esti
on
acti
viti
es
not
acc
ept
abl
e or
une
thic
al
tha
n
tho
se
wh
o
hav
e
less
loy
alty
pro
nen
ess.
The
se
res
ults
are
con
sist
ent
wit
h
tho
se
of
Ste
enh
aut
and
Van
Ke
nho
ve
(20

05),
whi
ch
indi
cate
that
mor
e
co
mm
itte
d
cust
om
ers
are
less
like
ly
to

acc
ept
une
thic
al
beh
avi
or.
Mo
reo
ver,
loy
alty
pro
nen
ess
also
dire
ctly
affe
cts
the
Rec
ycli
ng
and
Do
Go
od
dim
ensi
on.
Tha
t is
so
me
wh
at
sim
ilar
to
the
ide
as
of
Fer
nan
des
and
Pro
enc
a
(20
08),
wh
o
con
ten
ded
that

rela
tion
shi
ppro
ne
con
su
mer
s
ma
y
be
mor
e
rec
epti
ve
to a
sell
ers
effo
rts
to
for
m a
rela
tion
shi
p
(Od
eke
rke
nSch
rod
er
et
al.
200
3)
and
reci
pro
cate
frie
ndl
y
acti
ons
(De
Wu
lf et
al.
200
1)
as
wel
l as
will

desi
re
to
buil
d
lon
gter
m
rela
tion
shi
ps
wit
h
sell
ers.
Ho
we
ver,
the
acti
viti
es
of
Act
ive
and
No
Har
m
dim
ensi
ons
are
ind
epe
nde
nt
fro
m a
con
su
mer
s
ten
den
cy
to
buil
d a
stab
le
and
lon
gter
m
rela
tion

shi
p
wit
h a
part
icul
ar
sell
er.
On
e
pos
sibl
e
exp
lan
atio
n is
that
res
pon
den
ts
ma
y
see
acti
vel
y
ben
efiti
ng
fro
m
ille
gal
acti
viti
es
as
cri
min
al
beh
avi
ors
wh
eth
er
the
y
hav
e
hig
h or
low
loy
alty
pro
nen

ess.
In
add
itio
n,
con
su
mer
s
app
ear
to
feel
that
no
har
m/n
o
foul
acti
viti
es
are
not
har
mfu
l to
oth
ers,
ma
kin
g
loy
alty
pro
nen
ess
irre
lev
ant.
F
inal
ly,
tho
ugh
we
find
no
dire
ct
effe
ct
of
indi
vid
uali
sm
on
gre

en
buy
ing
inte
ntio
n,
indi
vid
uali
sm
is
fou
nd
to
hav
e an
indi
rect
and
sig
nifi
can
t
infl
uen
ce
on
gre
en
buy
ing
inte
ntio
n
via
the
dim
ensi
on
of
con
su
mer
ethi
cs.
The
se
find
ing
s
are
inc
ons
iste
nt
wit
h
tho
se

of
pre
vio
us
stu
dies
.
For
exa
mpl
e,
Lar
och
e et
al.
(20
01)
find
that
indi
vid
uali
st
con
su
mer
s
are
less
like
ly
to
pay
a
hig
her
pric
e to
buy
env
iron
me
ntal
frie
ndl
y
pro
duc
ts
tha
n
thei
r
coll
ecti
vist
cou

nter
part
s.
The
se
res
ults
imp
ly
that
indi
vid
uali
sm
present
s
tan
gibl
e
cue
s
that
can
be
use
d to
dec
reas
e
con
su
mer
ethi
cal
per
cep
tion
s,
whi
ch
in
turn
affe
cts
con
su
mer
buy
ing
inte
ntio
n
reg
ardi
ng
gre
en
pro

duc
ts.
In
add
itio
n,
alth
oug
h
the
per
son
alit
y
trait
s of
attit
ude
tow
ard
bus
ines
s
and
loy
alty
pro
nen
ess
the
oret
ical
ly
hav
e
no
dire
ct
rela
tion
shi
p to
gre
en
buy
ing
inte
ntio
n, it
is
inte
rest
ing
that
a
sig
nifi
can
t

indi
rect
and
tota
l
effe
ct
are
fou
nd
bet
wee
n
thes
e
con
stru
cts
in
this
stu
dy.
The
tota
l
effe
cts
of
attit
ude
tow
ard
bus
ines
s
and
loy
alty
pro
nen
ess
on
gre
en
buy
ing
inte
ntio
n
are
0.1
5
and
0.1
0,
res
pec
tive
ly.

We
bol
dly
pro
pos
e
that
the
per
son
alit
y
trait
s of
attit
ude
tow
ard
bus
ines
s
and
loy
alty
pro
nen
ess
cou
ld
indi
rect
ly
infl
uen
ce
con
su
mer
buy
ing
inte
ntio
n
reg
ardi
ng
gre
en
pro
duc
ts
thro
ugh
spe
cifi
c
cog
niti
ve

con
cep
ts,
suc
h as
ethi
cal
beli
efs.
Bas
ed
on
thes
e
find
ing
s,
the
cult
ural
fact
or
(ind
ivid
uali
sm)
and
thes
e
two
per
son
al
fact
ors
(atti
tud
e
tow
ard
bus
ines
s
and
loy
alty
pro
nen
ess)
cou
ld
enc
our
age
con
su
mer
s to

be
mor
e
ethi
cal,
incr
easi
ng
the
pro
bab
ility
that
the
y
will
con
side
r
buy
ing
gre
en
pro
duc
ts
wh
en
the
y
ma
ke
pur
cha
se
dec
isio
ns.
Co
nsu
mer
ethi
cs
thu
s
wo
uld
be
an
effe
ctiv
ely
and
stro
ng
me
diat
or

bet
wee
n
per
son
alit
y
and
gre
en
buy
ing
inte
ntio
n.
The
oret
ical
Ap
plic
atio
n
In
pre
vio

123

us
rese
arc
h,
exa
min
atio
n of
indi
vid
ual
trait
s
and
attit
ude
s
infl
uen
ce
con
su
mer
ethi
cal
beli
efs
or
beh
avi
or
is

Consumer Personality and Green Buying Intention

limited. This study

explores a rarelyexamined
trait,
loyalty proneness,
to evaluate how it
stimulates ethical
consumer behavior
through
the
relationship
between
the
customer and the
store itself. Within
the context of
relationship
marketing,
the
effects of loyalty
proneness
or
consumer
relationship
proneness
on
relationship
outcomes such as
consumer
trust,
commitment,
satisfaction,
and
loyalty are widely
explored. However,
the concept of
loyalty prone-ness
is an effective
construct
for
examining
the
value
that
consumers
themselves assign
to the relationship
with the sellers.
This
studys
findings report a
significant
association
between
the
personality trait of
loyalty proneness
and ethical beliefs.
Thus,
loyalty
proneness should
be tested as a
critical antecedent
to consumer ethical
beliefs in further
research.
Although
the
personalities
of
individualism and
attitude
toward
business have been

examined in the
context
of
consumer ethical
beliefs, the results
have been mixed
and limited to
western countries.
Base
on
this
studys model, we
show
that
Taiwanese
consumer ethical
judgment
is
affected by both
individualism and
attitude
toward
busi-ness.
This
studys
research
shows
strong
potential for use in
assessing
East
Asian
cultures.
Finally, this study
fills a gap in the
literature
by
investigating
the
mediating
effect
between
personality
and
green
buying
intention.
Most
prior studies focus
on what kinds of
constructs
influence
consumer beliefs about
ethical
practices.
However, studies
on
the
consequences
of
consumer ethics are
lacking.
Vitell
(2003) argues that
exploration of the
link between consumer ethics and
intentions
would
likely be fruitful.
Thus, this study
first includes the
construct
of
consumer
green
buying intention as
a
consequence
variable and then
examines
the
antecedents
and
consequences
of

consumer ethical
beliefs
simultaneously.
Using a sample of
Tai-wanese,
our
model shows that
consumer ethical
beliefs play a vital
mediating
role
between
personality
and
green
buying
intention.
More
research
is
necessary
to
confirm
this
research model in
other countries.
Implications for
Practice
The results of this
study
have
managerial
relevance. A better
understanding of the
linkage
between
consumer ethics and
personal traits can
improve customer
relationship
manage-ment
practices. First, the
personal
characteristics
of
indi-vidualism,
attitude
toward
business, and loyalty
proneness appear to
influence consumer
ethical
beliefs.
Marketers
should
address these traits
in
strategy
formulation.
For
example,
if
businesses
know
which
consumers
are prone to engage
in relationships with
retailers and have
positive
attitudes
toward
business,
they
can
tailor
marketing efforts to
match
the
expectations
of
these consumers.

Consumer ethics
also play as a
significant
mediating
role
between
personality
and
green
buying
intention. If consumers realize that
their ethical beliefs
cause
ecological
problems, they will
become
more
environmentally
responsible, in turn
influencing
their
purchase behaviors.
Therefore,
improving
consumers
environmental
awareness
or
ethical beliefs is
useful
in
encouraging
the
willingness to buy
green
products.
Firms
must
consider how to
motivate
consumers to buy
green in ways that
will reach the sellers
marketing
goals.

Limitations
and Further
Suggestion
First, this study
did not find a
significant
relationship
between attitude
toward business
and the ethical
dimension
of
recycling
awareness
activities. Loyalty
proneness also did
not affect consumer
ethical
beliefs
toward active but
illegal
and
no

harm/no
foul
practices. That is to
say the selected
variables
only
partially explained
the variance of
consumer
ethics,
and thus further
studies
should
examine additional
variables.
For

traits
such as age,
gen-der,
religion, social
affiliation, or
social
recognition
should
be
examined
in
the context of
consumer
ethical beliefs.
example,

In addition, the
dimensions
of
consumer
ethical
scale do not strongly
predict green buying
intention in the
findings of this
study.
Further
research
is
necessary
to
investigate
other
mediating
or
moderating
variables to improve
the
explan-atory
power
of
the
research
model.

Finally,
although
this
study
first
examined
the
mediating role of
consumer ethics
within
the
context
of
consumer
intentions
toward
green
products,
the
sample
was
limited
to

Taiwan. Based
on the variety of
personal traits
and
ethical
beliefs
across
cultures, further
research should
expand
this
research model
to other East
Asian countries
to improve its
power to explain
the effects of
consumer ethics
on green buying.
Acknowledgments The
authors would like to
thank the two anonymous reviewers for
their
valuable
comments. Professor
Gregory
Rose,
Associate Dean of
Milgard School of
Business, University of
Washington, is very
much appreciated for
providing
valuable
con-tribution toward
proof-reading
this

123

article and
assistance.

editorial

Appendix: The
Measurement Items
Green Buying
Intention

1. I

2.

make
a
special effort
to buy paper
and
plastic
products that
are made from
recycled
materials
I
have
switched
products
for
ecological
reasons

3. When I have a

choice
between two
equal products,
I purchase the
one
less
harmful
to
other people
and
the
environment

L.-C. Lu et al.

Co
nsu
mer
Eth
ics
Act
ivel
y
Ben 4.
efiti
ng
fro
m
Ille
gal
Act
iviti
es

1. Giv

2.

3.

ing
mis
lea
din
g
pric
e
info
rma
tion
to a
cler
k
for
an
unp
rice
d
ite
m
Usi
ng
the
SI
M
car
d
that
doe 1.
s
not
bel
ong
to
you
Dri
nki
ng
a
can
of
sod
a in2.
a

stor
e
wit
hou
t
pay
ing
for
it
Rep
orti
ng
a
lost
ite
m
as
st
ole
n
to
an
ins
ura
nce
co
mp
any
in
ord
er
to
coll
ect
the
ins
ura
nce
mo
ney
Pas
sive
ly
Ben
efiti
ng
Act
iviti
es
Lyi
ng
abo
ut a
chil
ds
age
to
get
a
low
er
pric
e
Not
sayi

3.

4.

1.

ng
any
thin
g
wh
en
the
wai
ter
or
wai
tres
s 2.
mis
calc
ulat
es a
bill
in
you
r
fav
or
Get
ting
too
mu
ch 3.
cha
nge
and
not
sayi
ng
any
thin
g
Obs
ervi
ng
so
me
one
sho
plif
ting
and
ign
orin
g it
Act 1.
ivel
y
Ben
efiti
ng
fro
m
Dec
epti
ve
Act
iviti
es
Usi

ng
an
exp
ired
cou
pon
for
mer
cha
ndi
se
Usi
ng
a
cou
pon
for
mer
cha
ndi
se
you
did
not
buy
Stre
tchi
ng
the
trut
h
on
an
inc
om
e
tax
retu
rn
No
Har
m/
No
Fou
l
Act
iviti
es
Inst
alli
ng
soft
war
e
on
you
r
co
mp
uter
wit
hou
t

2.

3.

buy
ing
it
B
urni
ng
a
CD
rath
er
tha
n
buy
ing
it
Ret
urni
ng
mer
cha
ndi
se
afte
r
buy 2.
ing
it
and
not
liki
ng
it

4. Do

wnl
oad
ing
mu
sic
fro
m
the
inte
rnet
inst
ead
of
buy
ing
it
Rec
ycli
ng
Aw
are
nes
s
Act
iviti
es

1.

Buy
ing
pro
duct
s

labe
led
as
en
viro
nme
ntal
ly
frie
ndl
y
eve
n if
they
don
t
wor
k as
well
as
com
peti
ng
goo
ds

Pur
cha
sin
g
so
met
hin
g
ma
de
of
rec
ycl
ed
mat
eria
ls
eve
n
tho
ugh
it is
mor
e
exp
ensi
ve

3. Bu

yin
g
onl
y
fro
m
co
mp
ani
es
that
hav
e a
stro
ng
rec
ord

of
prot
ecti
ng
env
iron
me
nt

4. Rec

ycli
ng 3.
mat
eria
ls
suc
h as
can
s,
bott
les,
ne
wsp
ape
rs,
etc.
Doi
ng
4.
Go
od
Act
iviti
es

1. Ret

urni
ng
to
the
stor
e
and
pay
ing
for
an
ite
m
that
the
cas
hier
mis
tak
enl
y
did
not
cha
rge
you
for

n
mis
calc
ulat
ed
in
you
r
fav
or
Giv
ing
a
larg
er
than
exp
ecte
d
tip
to a
wait
er
or
wait
ress

Not
pur
cha
sin
g
pro
duc
t
fro
m
co
mp
ani
es
that
you
beli
eve
don
s
trea
t
thei
r
em
plo
yee
s
fair
ly
Indi
vid
uali
sm

2. Cor 1. It is
rect
ing
a
bill
that
has
bee

imp
orta
nt
for
me
that
I

hav
e
con
side
rabl
e
free
do
m
to
ado
pt
my
ow
n
app
roa
ch
to
the
job

2. It is

bett
er
to
wor
k in
a
gro
up
tha
n
alo
ne
(It
den
otes
a
rev
erse
ite
m)

3. Gro

4.

ups
ma
ke
bett
er
dec
isio
ns
tha
n
indi
vid
uals
(It
den
otes
a
rev
erse
ite
m)
I
pref
er
to
be
res

pon
sibl
e
for
my
ow
n
dec
isio
ns

1.

2.

Atti
tud
e
To
war 4.
d
Bus
ines
s
Mo
st
co
mp
ani
es
are
con
cer
ned
abo
ut
thei
r
cust
om
ers
In
gen
eral
, I
am 1.
sati
sfie
d
wit
h
mos
t of
the
pro
duct
s I
buy

3. Wh

at
mo
st
pro
duc
ts
clai
m
to
do
and
wh 2.
at
the
y
act
uall
y
do
are
two
diff

ere
nt
thin
gs
The
bus
ines
s
co
mm
unit
y
has
hel
ped
rais
e
our
cou
ntry
s
stan
dar
d of
livi
ng
Loy
alty
Pro
nen
ess
Ge
ner
ally
, I
am
so
me
one
wh
o
like
s to
be a
reg
ular
cust
om
er
of a
gre
en
pro
duc
t
stor
e
Ge
ner
ally
, I
am
so
me
one
wh
o
wa

nts
to
be a
stea
dy
cust
om
er
of
the
sam
e
gre
en
pro
duc
t
stor
e

3.

wo
uld
still
kee
p
buy
ing
ther
e

Ref
ere
nce
s

Gen Anderson
, R.
eral
D.,
ly, I
Engl
am
edo
som
w, J.
L.,
eon
&
e
Bec
who
ker,
is
H.
will
(197
9).
ing
Eval
to
uati
go
ng
the
the
extr
relat
ions
a
hips
mil
amo
e
ng
to
attit
pur
ude
towa
cha
rd
se
busi
at
ness
the
,
sam
prod
e
uct
satis
gree
facti
n
on,
pro
expe
duct
rien
stor
ce,
and
e
sear
ch
effe
n if
ct.
the
Jour
gre
nal
en
of
pro
Mar
duc
keti
t
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stor
Rese
e is
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,
mor
16(3
e
),
diff
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Anderson
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4. Eve

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in
Ger
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, D.
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beha
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revi
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ew
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soph
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attit
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o
u
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f
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u
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al
P
Mainie
s
ri,
y
T.,
c
B
h
ar
ol
ne
o
tt,
g
E.
y,
G.
1
,
3
Va
7(
ld
2)
er
,
o,
1
T.
8
R.
9
,

U
2
ni
0
pa
4.
n,
Mayo,
J.
M
B.
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A
&
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O
&
sk
M
a
ar
m
k
p,
s,
L
S.
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(1
J.
99
(1
7)
9
.
9
Gr
0)
ee
.
n
A
bu
n
yi
e
ng
m
:
pi
T
ri
he
c
in
al
fl
in
ue
v
nc
es
e
ti
of
g
en
at
vi
io
ro
n
n
of
a
m
g
en
e
tal
n
co
er
nc
al
er
th
n
e
on
or
co
y
ns
of
u
m
m
ar
er
k
be
et
ha
in
vi
g
or.
et
Jo
hi
ur
cs
na
.
l
J
of
o
So
ur
ci
n

al
of
th
e
A
ca
de
m
y
of
M
ar
ke
tin
g
Sc
ie
nc
e,
18
(2
),
16
3
17
1.
McCart
y,
J.
A.
,
&
Sh
ru
m,
L.
J.
(1
99
4)
.
T
he
re
cy
cli
ng
of
so
lid
w
as
te
s:
Pe
rs
on
al
an
d
cu
ltu
ral
va
lu
es
an
d
att
itu
de
s
ab
ou
t
re
cy
cli
ng
as
an
te

c
e
d
e
nt
s
of
re
c
y
cl
in
g
b
e
h
a
vi
or
.
J
o
ur
n
al
of
B
u
si
n
es
s
R
es
e
ar
c
h,
3
0(
M
a
y)
,
5
3

6
2.
McCar
ty
,
J.
A
.,
&
S
hr
u
m
,
L
.
J.
(2
0
0
1)
.
T
h
e
in
fl
u
e
n
c
e
of
in

di
vi
du
ali
s
m,
co
lle
cti
vi
s
m
an
d
lo
cu
s
of
co
nt
ro
l
on
en
vi
ro
n
m
en
tal
be
lie
fs
an
d
be
ha
vi
or.
Jo
ur
na
l
of
Pu
bli
c
Po
lic
y
&
M
ar
ke
tin
g,
20
(S
pr
in
g)
,
93

10
4.
Michae
lid
ou
,
N.
,
&
H
as
sa
n,
L.
M
.

(2
0
0
8)
.
T
h
e
ro
le
of
h
e
al
th
c
o
n
sc
io
u
s
n
es
s,
fo
o
d
sa
fe
ty
c
o
n
c
er
n
a
n
d
et
hi
c
al
id
e
nt
it
y
o
n
at
tit
u
d
es
a
n
d
in
te
nt
io
n
s
to
w
ar
d
s
or
g
a
ni
c
fo
o
d.
In
te
rn

ati
on
al
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ur
na
l
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C
on
su
m
er
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ud
ie
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32
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3
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Mitche
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W
.,
B
al
ab
an
is,
G.
,
Sc
hl
eg
el
mi
ch
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B.
,
&
C
or
n
w
ell
,
T.
B.
(2
00
9)
.
M
ea
su
ri
ng
un
et
hi
ca
l
co
ns
u
m
er
be
ha
vi
or
s
ac
ro
ss
fo

ur
c
o
u
nt
ri
es
.
J
o
ur
n
al
of
B
u
si
n
es
s
E
th
ic
s,
8
8(
2)
,
3
9
5

4
1
2.
Morga
n,
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.
M
.,
&
H
u
nt
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D
.
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9
9
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.
T
h
e
c
o
m
m
it
m
e
nt
tr
u
st
th
e
or
y
of
re
la
ti
o
n
s
hi
p
m
ar
k
et
in
g.
J

ou
rn
al
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M
ar
ke
tin
g,
58
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),
20

38
.
Mostaf
a,
M
.
M
.
(2
00
7)
.
G
en
de
r
di
ff
er
en
ce
s
in
E
gy
pti
an
co
ns
u
m
er
s
gr
ee
n
pu
rc
ha
se
be
ha
vi
or
:
T
he
ef
fe
ct
s
of
en
vi
ro
n
m
en
tal
kn
o
wl
ed
ge
,
co
nc

er
n
a
n
d
at
tit
u
d
e.
In
te
rn
at
io
n
al
J
o
ur
n
al
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o
n
s
u
m
er
St
u
di
es
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3
1,
2
2
0

2
2
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Muncy
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J.
A
.,
&
V
it
el
l,
S.
J.
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9
9
2)
.
C
o
n
s
u
m
er
et
hi
cs
:
A
n
in
v
es
ti
g
at
io
n

of
th
e
et
hi
ca
l
be
lie
fs
of
th
e
fi
na
l
co
ns
u
m
er.
Jo
ur
na
l
of
B
us
in
es
s
R
es
ea
rc
h,
24
(J
un
e),
29
7
31
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ly,
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&
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er
ns
tei
n,
I.
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99
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.
Ps
yc
ho
m
etr
ic
T
he
or
y.
N
e
w
Y
or
k:
M
c
Gr
a
wHi
ll.
Odeker
ke
nSc
hr

o
d
er
,
G
.,
D
e
W
ul
f,
K
.,
&
S
c
h
u
m
a
c
h
er
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P.
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0
0
3)
.
St
re
n
gt
h
e
ni
n
g
o
ut
c
o
m
es
of
re
ta
il
er

c
o
n
s
u
m
er
re
la
ti
o
n
s
hi
p
s:
T
h
e
d
u
al
i
m
p
a
ct
of
re
la

tio
ns
hi
p
m
ar
ke
tin
g
ta
cti
cs
an
d
co
ns
u
m
er
pe
rs
on
ali
ty.
Jo
ur
na
l
of
B
us
in
es
s
R
es
ea
rc
h,
56
,
17
7
19
0.
Osyer
m
an
,
D.
,
C
oo
n,
H.
M
.,
&
K
e
m
m
el
m
ei
er,
M
.
(2
00
2)
.
R
et
hi
nk
in
g
in
di
vi

d
u
al
is
m
a
n
d
c
ol
le
ct
iv
is
m
:
E
v
al
u
at
io
n
of
th
e
th
e
or
et
ic
al
as
s
u
m
pt
io
n
s
a
n
d
m
et
aa
n
al
y
se
s.
P
s
y
c
h
ol
o
gi
c
al
B
ul
le
ti
n,
1
2
8,
3

7
2.
Papaoi
k
o
n
o
m
o

u,
E.
,
R
ya
n,
G.
,
&
Va
lv
er
de
,
M
.
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01
1)
.
M
ap
pi
ng
et
hi
ca
l
co
ns
u
m
er
be
ha
vi
or
:
In
te
gr
ati
ng
th
e
e
m
pi
ric
al
re
se
ar
ch
an
d
id
en
tif
yi
ng
fu
tu
re
di
re
cti
on
s.
Et
hi
cs
an
d
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eh
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io
r,
21
(3

),
1
9
7

2
2
1.
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A
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D
.,
&
M
at
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e
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P.
B
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B
ar
ri
er
s
to
re
la
ti
o
n
s
hi
p
m
ar
k
et
in
g
in
c
o
n
s
u
m
er
re
ta
ili
n
g.
J
o
ur
n
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S
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vi
c
es
M
ar
k
et
in
g,
1
4(
3)
,
2

72
o

n
28
al
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it
y
Pu
a
rd
n
y,
d
K.
m
A.
or
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al
99
it
y:
5)
A
.
ty
E
p
nv
ol
ir
o
on
g
m
y
en
of
in
tal
te
et
rn
hi
at
cs
io
.
n
In
al
J.
c
o
K.
n
R
s
ot
u
h
m
(E
er
d.
s
),
et
hi
Int
c
er
al
na
tio
b
na
el
l
ie
en
fs
cy
.
cl
In
op
te
ed
rn
ia
aof
ti
et
hi
o
cs
n
(p
al
p.
M
26
ar
7
k
27
et
0).
in
Lo
g
nd
R
on
e
:
Fit
vi
zr
e
oy
w
,
De
1
ar
8(
bo
2)
rn.
,
Rawwa
1
s,
8
M
8
.

Y.
2
A.
1
(2
1.
00
Rawwa
1)
s,
.
M
C
.
ult
Y.
ur
e,
A
pe
.,
rs

S
w
ai
da
n,
Z.,
&
O
y
m
an
,
M
.
(2
00
5).
C
on
su
m
er
et
hi
cs:
A
cr
os
scu
ltu
ral
st
ud
y
of
th
e
et
hi
ca
l
be
lie
fs
of
Tu
rki
sh
an
d
A
m
eri
ca
n
co
ns
u
m
er
s.
Jo
ur
na
l
of
B
us
in
es
s
Et
hi
cs,
57
,
18
3

1
9
5.

Richin
s,
M
.
L
.
(1
9
8
3)
.
A
n
a
n
al
y
si
s
of
c
o
n
s
u
m
er
in
te
ra
ct
io
n
st
yl
es
in
th
e
m
ar
k
et
pl
a
c
e.
J
o
ur
n
al
of
C
o
n
s
u
m
er
R
es
e
ar
c
h,
1
0,
7
3

8
2.
Robert
s,
J.
A
.,
&
B
a
c
o
n,
D
.
R

.
(1
99
7)
.
E
xp
lo
ri
ng
th
e
su
btl
e
rel
ati
on
sh
ip
s
be
tw
ee
n
en
vi
ro
n
m
en
tal
co
nc
er
n
an
d
ec
ol
og
ic
all
y
co
ns
ci
ou
s
be
ha
vi
or.
Jo
ur
na
l
of
B
us
in
es
s
R
es
ea
rc
h,
40
(1
),
79

89
.
Schwar
tz,
S.
H.
(1
99
2)
.
U

ni
v
er
sa
ls
in
th
e
c
o
nt
e
nt
a
n
d
st
ru
ct
ur
e
of
v
al
u
es
:
T
h
e
or
et
ic
al
a
d
v
a
n
c
es
a
n
d
e
m
pi
ri
c
al
te
st
s
in
2
0
c
o
u
nt
ri
es
.
In
M
.
Z
a
n
n
a
(
E
d.
),
A
d
v
a
n
c
es
in
e

xp
Shaw,
eri
D
m
.,
en
&
tal
S
so
h
ci
ui
al
,
ps
E
yc
.
ho
(2
lo
0
gy
0
(V
2)
ol.
.
25
A
,
n
pp
as
.
se
1
ss
m
65
e
).
nt
Or
of
la
et
nd
hi
o,
c
FL
al
:
o
Ac
bl
ad
ig
e
at
mi
io
c
n
Pr
a
es
n
d
s.
se
lf
id
e
nt
it
y
in
et
hi
c
al
c
o
n
s
u
m
er
d
e
ci
si
o
nm
a
ki
n
g:
A
st
ru
ct
ur
al
e
q
u
at
io
n
m

od
ell
in
g
ap
pr
oa
ch
.
In
ter
na
tio
na
l
Jo
ur
na
l
of
C
on
su
m
er
St
ud
ie
s,
26
(4
),
28
6
29
3.
Singeli
s,
T.
M
.,
Tr
ia
nd
is,
H.
C.
,
B
ha
w
uk
,
D.
P.
S.,
&
G
elf
an
d,
M
.
J.
(1
99
5)
.
H
or
iz
on
tal
an
d
ve
rti
ca
l
di

m
e
n
si
o
n
s
of
in
di
vi
d
u
al
is
m
a
n
d
c
ol
le
ct
iv
is
m
:
A
th
e
or
et
ic
al
a
n
d
m
e
as
ur
e
m
e
nt
re
fi
n
e
m
e
nt
.
C
ro
ss
C
ul
tu
ra
l
R
es
e
ar
c
h,
2
9(
3)
,
2
4
0

2
7
5.
Singh,
J.

J.,
Vi
tel
l,
S.
J.,
Al
K
ha
tib
,
J.,
&
Cl
ar
k,
I.,
I.
I.
I.
(2
00
7)
.
T
he
ro
le
of
m
or
al
int
en
sit
y
an
d
pe
rs
on
al
m
or
al
ph
ilo
so
ph
ie
s
in
th
e
et
hi
ca
l
de
ci
si
on
m
ak
in
g
of
m
ar
ke
ter
s:
A
cr
os
scu
ltu

ra
l
c
o
m
p
ar
is
o
n
of
C
hi
n
a
a
n
d
th
e
U
ni
te
d
St
at
es
.
J
o
ur
n
al
of
In
te
rn
at
io
n
al
M
ar
k
et
in
g,
1
5(
2)
,
8
6

1
1
2.
Singha
p
a
k
di
,
A
.,
S
al
y
a
c
hi
vi
n,
S.
,
V
ir
a

ku
l,
B.
,
&
Ve
er
ay
an
gk
ur,
V.
(2
00
0)
.
So
m
e
im
po
rta
nt
fa
ct
or
s
un
de
rl
yi
ng
et
hi
ca
l
de
ci
si
on
m
ak
in
g
of
m
an
ag
er
s
in
T
ha
ila
nd
.
Jo
ur
na
l
of
B
us
in
es
s
Et
hi
cs
,
27
(3
),
27
1
28
4.
Sivada
s,
E.
,

B
ru
v
ol
d,
N
.
T.
,
&
N
el
s
o
n,
M
.
R
.
(2
0
0
8)
.
A
re
d
u
c
e
d
v
er
si
o
n
of
th
e
h
or
iz
o
nt
al
a
n
d
v
er
ti
c
al
in
di
vi
d
u
al
is
m
a
n
d
c
ol
le
cti
vi
s
m
sc
al
e:
A
fo
ur
c
o

un
tr
y
as
se
ss
m
en
t.
Jo
ur
na
l
of
B
us
in
es
s
R
es
ea
rc
h,
61
,
20
1
21
0.
Smith,
A.
,
&
H
u
m
e,
E.
C.
(2
00
5)
.
Li
nk
in
g
cu
ltu
re
an
d
et
hi
cs
:
A
co
m
pa
ris
on
of
ac
co
un
ta
nt
s
et
hi
ca
l
be
lie
fs
sy
st
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m

s
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th
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in
di
vi
d
u
al
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m
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ol
le
ct
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p
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m
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ha
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c
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u
m
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u
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