Ethical Purchase Behaviour and Consumer Social Responsibility

Abstract

Research show that consumers value ethical products but with inconsistent daily buying behaviours.  Translation from intentions to actual buying behaviour, remains poorly understood with inconsistent results with regard to consumer claims for ethical and environmental purchasing. The purpose of the study is to explore and gain an understanding of consumers' ethical purchase behaviour and the influence of consumer's social responsibility.  Also explored are the cultural dimensions and how they play out compared to what pertains in developed countries.  Qualitative data from four focus groups made up of 33 consumers selected conveniently in Accra was collected, coded and analysed using thematic technique. Awareness of ethics and social responsibility appeared to be high among respondents with more than 80% declaring that they were socially responsible, showing a link to ethical purchase behaviour.  Over 70% reported they do not consider ethics in purchasing but are mindful of social good guided by norms, values and cultural beliefs. Health factors, convenience and affordability, were of high concern for most participants rather than concerns for the environment and social issues for instance when they shop.  Over 75% were willing to pay more for environmental, social and ethical product alternatives unless they offered the necessary value. This discrepancy has implications for organizations with intention to engage ethical consumers. This requires that organizations become proactive in their quest to engage ethical and green consumers.