The Role of Agency-Communion on the Relationship between Power, Consumers’ Perception of Ethical Products, and Purchase Intention: Mediation Model

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 221 participants were recruited from a public university and randomly assigned to a regular (vs. ethical) attributes condition and asked to read an advertisement about a pair of headphones. The results provided evidence for the differential effects of power on consumers’ purchase intention for regular and ethical products. However, the interaction between power and regular (vs. ethical) attributes on consumers’ purchase intention for regular and ethical products was not supported. In addition, the results supported the mediation effect of communion on the relationship between power and consumers’ purchase intention, whereas the mediation effect of agency on the relationship between power and consumers’ purchase intention was not supported. The present research contribute to findings in the literature of power, ethical products, and consumer behavior and highlight practical implications that can inform managers and policymakers on how to promote ethical products.

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