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Ethical consumption behaviours in supermarket shoppers: determinants and marketing implications

Jayawardhena, Chanaka; Morrell, Kevin; Stride, Chris


Chanaka Jayawardhena

Kevin Morrell

Chris Stride


Understanding how consumers make ethical purchases has numerous benefits for firms and other stakeholders. Although several ethical decision-making frameworks seek to explain such purchasing behaviour, they typically focus on the content of such decisions, rather than considering how such decisions unfold in a given context. Yet, the complexities of consumer choice suggest that greater insight into how consumers make ethical purchases in store can enhance understanding. We report our findings from a survey of a geographically disperse sample of 688 UK shoppers and argue that a naturalistic theory of decision making, image theory, enhances our ability to explain consumer behaviour in this setting. As well as contributing to theoretical understanding of consumer choice, this has implications for the merchandising of ethical products, such as Fair Trade and ‘green’ goods.


Jayawardhena, C., Morrell, K., & Stride, C. (2016). Ethical consumption behaviours in supermarket shoppers: determinants and marketing implications. Journal of marketing management, 32(7-8), 777-805.

Journal Article Type Article
Acceptance Date Nov 3, 2015
Publication Date May 3, 2016
Deposit Date May 15, 2019
Journal Journal of Marketing Management
Print ISSN 0267-257X
Electronic ISSN 1472-1376
Publisher Routledge
Peer Reviewed Peer Reviewed
Volume 32
Issue 7-8
Pages 777-805
Public URL
Publisher URL
Additional Information Peer Review Statement: The publishing and review policy for this title is described in its Aims & Scope.; Aim & Scope: