Understanding consumer intentions towards ethical shopping apps

Abstract

With the rise of ethical consumerism, ethical shopping apps4digital platforms that help customers assess products and brands on sustainability, fair labor practices, and ethics credentials4have emerged as digital tools to facilitate responsible purchasing decisions. Still, adoption remains limited, and the factors influencing consumer engagement with these apps require further exploration. This study investigates factors influencing the adoption intentions of ethical shopping applications, providing an understanding of consumer intentions, by integrating the Theory of Planned Behavior and the Unified Theory of Acceptance and Use of Technology. A survey of 181 participants measured the determinants of adoption intentions and the influence of technological and behavioral determinants. The findings indicate that practical considerations, such as performance expectancy and cost-benefit, play a more significant role in adoption decisions than purely ethical motivations. Price concerns, lack of awareness, and trust issues were key barriers for using ethical shopping apps, while being part of a socially responsible community and the ability to find sustainable products were the most cited drivers. The findings suggest that while there is interest in using ethical shopping apps, increasing adoption requires credibility-building efforts, visibility campaigns, and financial and practical incentives that clearly demonstrate their value, ensuring that interest translates into actual use. Apart from understanding technology-mediated ethical consumption knowledge, this study illuminates consumer decision-making in digital markets.

Date of Award	7 May 2025
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Cristina Soares Pacheco Mendonça (Supervisor)