Exploring ethical consumer behavior: a comprehensive study using the ethically minded consumer behavior-scale (EMCB) among adult consumers

Paulo Duarte, Susana Costa e Silva, Isabella Mangei, Joana Carmo Dias*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review


This research assesses how adult consumers perceive and behave concerning ethical practices, aiming to comprehend the obstacles that hinder ethical and sustainable consumption. Employing a modified version of the Theory of Planned Behavior (TPB) alongside the Ethically Minded Consumer Behavior-Scale (EMCB), a sur- vey was conducted with 372 participants from Germany, young and educated, to reveal and compare the factors influencing ethical consumption, including both determinants and barriers. The results indicate positive correlations between attitudes toward ethical consumption, ethical obligation, self-identity, and the intention to engage in ethical consumption, while this intention is negatively associated with price. Additionally, the study validates the explanatory power of the modified TPB within the EMCB context. Understanding the drivers and hindrances of ethical consumption is crucial for companies and decision-makers, allowing them to prioritize these factors and refine strategies for promoting ethical consumption. This insight aids marketers in tailoring campaigns to reach this specific market effectively. Given the growing significance of ethical and sustainable consumption, this research provides valuable insights into the motivations and constraints shaping consumer behavior in this domain, contributing to both theoretical understanding and managerial decision-making for those targeting this consumer segment.
Original languageEnglish
Pages (from-to)1-22
Number of pages22
JournalInternational Review on Public and Nonprofit Marketing
Publication statusAccepted/In press - 20 May 2024


  • Ethical consumption
  • Ethically minded consumer
  • Ethically minded consumer behavior scale
  • Theory of planned behavior
  • Attitude-behavior gap


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