Power, Consumers’ Perception of Ethical Products, and Purchase Intention: The Case of the Clothing Industry
Sami Ahmed Mahmoud, A., Abdallah El-Hendawy, M., Sayed Gad, A., Ahmed Lotfy, M. (2023). Power, Consumers’ Perception of Ethical Products, and Purchase Intention: The Case of the Clothing Industry. EKB Journal Management System, 14(1), 1-27. doi: 10.21608/jces.2023.297222
Amira Sami Ahmed Mahmoud; Mohamed Abdallah El-Hendawy; Amira Sayed Gad; Mohamed Ahmed Lotfy. "Power, Consumers’ Perception of Ethical Products, and Purchase Intention: The Case of the Clothing Industry". EKB Journal Management System, 14, 1, 2023, 1-27. doi: 10.21608/jces.2023.297222
Sami Ahmed Mahmoud, A., Abdallah El-Hendawy, M., Sayed Gad, A., Ahmed Lotfy, M. (2023). 'Power, Consumers’ Perception of Ethical Products, and Purchase Intention: The Case of the Clothing Industry', EKB Journal Management System, 14(1), pp. 1-27. doi: 10.21608/jces.2023.297222
Sami Ahmed Mahmoud, A., Abdallah El-Hendawy, M., Sayed Gad, A., Ahmed Lotfy, M. Power, Consumers’ Perception of Ethical Products, and Purchase Intention: The Case of the Clothing Industry. EKB Journal Management System, 2023; 14(1): 1-27. doi: 10.21608/jces.2023.297222

Power, Consumers’ Perception of Ethical Products, and Purchase Intention: The Case of the Clothing Industry

المجلة العلمية للدراسات التجارية والبيئية
Article 20, Volume 14, Issue 1, January 2023, Page 1-27  XML PDF (645.18 K)
Document Type: المقالة الأصلية
DOI: 10.21608/jces.2023.297222
View on SCiNiTO View on SCiNiTO
Authors
Amira Sami Ahmed Mahmoud* 1; Mohamed Abdallah El-Hendawy* 2; Amira Sayed Gad* 3; Mohamed Ahmed Lotfy* 4
1Assistant Lecturer, Faculty of Commerce, Suez Canal University
2Professor of Marketing, Faculty of Commerce, Damietta University
3Associate Professor, Faculty of Commerce, Suez Canal University
4Assistant Professor, Faculty of Commerce, Suez Canal University
Abstract
The present research examines how power influences consumers’ perception of and intention for regular and ethical products. One experimental study was conducted to test the proposed relationships using hypothetical purchase scenarios. A total of 201 participants were recruited from an online data collection website and randomly assigned to a regular (vs. ethical) attributes condition and asked to read an advertisement about a sweatshirt. The results provided evidence for the differential effects of power on consumers’ purchase intention for regular and ethical products. However, the results partially supported the interaction between power and regular (vs. ethical) attributes on consumers’ purchase intention for regular and ethical products. Specifically, the results found that consumers experiencing a state of high-power were less inclined to buy regular products emphasizing regular (vs. ethical) attributes. In contrast, consumers experiencing a state of low-power were more inclined to buy ethical products emphasizing ethical (vs. regular) attributes. This research makes important contributions as to how consumers’ purchase intention varies as a function of power states and increases our understanding of the role of power in consumer behavior.
Keywords
ethical products; power; purchase intention; experimental design
Statistics
Article View: 98
PDF Download: 94