FACTORS AFFECTING ETHICAL CONSUMER BEHAVIOR: THE CASE OF RETAIL SHOPPERS IN THE MEKONG DELTA, VIETNAM
DOI:
https://doi.org/10.18623/rvd.v22.n7.4161Palavras-chave:
Ethical Consumer, Shoppers, Behavior, Retail, Customers, Mekong DeltaResumo
The paper investigates ethical consumer behavior among retail shoppers in the Mekong Delta, addressing the lack of localized measurement scales within developing market contexts. Grounded in the Theory of Planned Behavior, the study extends the theoretical framework by incorporating variables such as attitude, subjective norms, and perceived behavioral control, alongside social-capital-related constructs including involvement, support, sustainability, and advocacy. Employing a mixed-methods approach and survey data collected from 312 consumers across multiple provinces in the region, the research validates a multidimensional measurement model using PLS-SEM. The findings reveal that perceived behavioral control and subjective norms exert strong influences on ethical consumption intentions, while ethical perception plays a crucial role in shaping behavioral outcomes such as support and sustainability. Notably, attitude does not demonstrate a significant effect within the cultural context of the Mekong Delta. The study underscores the importance of social influence and self-efficacy in shaping ethical purchasing behavior and proposes a contextually adapted measurement scale that can serve as a valuable foundation for future research in this domain.
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