Power, Consumers’ Perception of Ethical Products, and Purchase Intention: The Case of the Clothing Industry

نوع المستند : المقالة الأصلية

المؤلفون

1 Assistant Lecturer, Faculty of Commerce, Suez Canal University

2 Professor of Marketing, Faculty of Commerce, Damietta University

3 Associate Professor, Faculty of Commerce, Suez Canal University

4 Assistant Professor, Faculty of Commerce, Suez Canal University

المستخلص

The present research examines how power influences consumers’ perception of and intention for regular and ethical products. One experimental study was conducted to test the proposed relationships using hypothetical purchase scenarios. A total of 201 participants were recruited from an online data collection website and randomly assigned to a regular (vs. ethical) attributes condition and asked to read an advertisement about a sweatshirt. The results provided evidence for the differential effects of power on consumers’ purchase intention for regular and ethical products. However, the results partially supported the interaction between power and regular (vs. ethical) attributes on consumers’ purchase intention for regular and ethical products. Specifically, the results found that consumers experiencing a state of high-power were less inclined to buy regular products emphasizing regular (vs. ethical) attributes. In contrast, consumers experiencing a state of low-power were more inclined to buy ethical products emphasizing ethical (vs. regular) attributes. This research makes important contributions as to how consumers’ purchase intention varies as a function of power states and increases our understanding of the role of power in consumer behavior.

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