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Title: An Examination of the Volitional Stages in Consumer Decisions to Avoid Sweatshop Clothing
Authors: Shaw, D
Bekin, C
Shiu, E
Hassan, L
Hogg, G
Wilson, E
Keywords: Volition;Decision-making;Clothing;ethics
Issue Date: 2006
Publisher: 35th European Marketing Academy Conference (EMAC)
Citation: Shaw, D., Bekin, C., Shiu, E., Hassan, L., Hogg, G. and Wilson, E. (2006) “An Examination of the Volitional Stages in Consumer Decisions to Avoid Sweatshop Clothing,” 35th European Marketing Academy Conference (EMAC), Athens, 23rd - 26th May.
Abstract: While much research in ethical consumption has focused on contexts such as food, this research explores ethical consumer decision-making in the context of intention to avoid sweatshop clothing where consumer concern has increased but response from the market remains limited. This research seeks to deepen the theory of planned behaviour with respect to the volitional stages underlying behaviour. The findings of the research support a modified theory of planned behaviour model and also reveal volitional stages from intention to trying and plan which reveal the stages of consumer decision-making to avoid sweatshop clothing. Implications for consumer decision-making are discussed.
Appears in Collections:Business and Management
Brunel Business School Research Papers

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