Shaw et al. 2000

The Contribution of Ethical Obligation and Self-identity to the Theory of Planned Behaviour: An Exploration of Ethical Consumers

Whilst the Theory of Reasoned Action (TRA) has generated much research interest, many market researchers are divided over the addition of further constructs to the model. The TRA and its many modifications have been applied in numerious behavioural contexts, however, research to-date has neglected an emerging group of 'ethical' consumers. This paper outlines results from a recent survey of over 1400 UK consumers that applied the TRA to this complex area of decision making. Using readers to the 'Ethical Consumer' magazine, the study addresses issues involving proposed model modifications--specifically, the addition of control, ethical obligation and self-identity. Management implications of the findings are discussed, including the importance of understanding consumers' self-identification with ethical issues in marketing communications programmes; and the underlying potentional importance of ethical issues to mainstream consumer groups. Finally, the need to develop conceptually as well as practically robust techniques by using Structural Equation Modelling, which represents the next stage in this research, is outlined. ABSTRACT FROM AUTHOR Copyright of Journal of Marketing Management is the property of Westburn Publishers Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)
Whilst the Theory of Reasoned Action (TRA) has generated much research interest, many market researchers are divided over the addition of further constructs to the model. The TRA and its many modifications have been applied in numerious behavioural contexts, however, research to-date has neglected an emerging group of 'ethical' consumers. This paper outlines results from a recent survey of over 1400 UK consumers that applied the TRA to this complex area of decision making. Using readers to the 'Ethical Consumer' magazine, the study addresses issues involving proposed model modifications--specifically, the addition of control, ethical obligation and self-identity. Management implications of the findings are discussed, including the importance of understanding consumers' self-identification with ethical issues in marketing communications programmes; and the underlying potentional importance of ethical issues to mainstream consumer groups. Finally, the need to develop conceptually as well as practically robust techniques by using Structural Equation Modelling, which represents the next stage in this research, is outlined. ABSTRACT FROM AUTHOR Copyright of Journal of Marketing Management is the property of Westburn Publishers Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)

Key text which develops from TRA adding in PBC(perceived behavioural control) to give the TPB - theory of planned behaviour. Shaw believes there is a need to include more explanatory factors (ethical and self-identity)
Shaw outlines the 2 questionnaires (elicitation and main)
Unsure of what elicitation means (seems to just mean 'draws a response')
Explains how TPB adds to the explanation ahead of TRA, but the new variables explain even more.
The work includes an example of the questionnaire (appendix)