Journal of Economics and Management Volume 15, No. 1 February, 2019

Exploring the Influences of Environmental Claims in Advertising on Consumer’s Ethical Consumption Behaviors

Hsiu-Hua Chang

Department of Business Administration, Feng Chia University, Taiwan

Abstract

With the clear growth in awareness of consumer ethics, the importance of consumer consumption behaviors for the buyer/seller dyad has been recognized for some time. Consumer attitudes and behaviors towards social impacts, environmental concerns, and ethical practices have become vital issues. This study’s main purpose is to understand how environmental information disclosure in advertising influences consumers’ attitudes toward brands and the ethical behaviors of consumers. A 2x2 factor experimental design is used. Findings indicate that the effects of substantial orientation claims of environmental advertising on brand equity are significantly stronger than those of associated orientation claims. Eco-labels also significantly influence brand equity, including the dimensions of awareness/association , perceived value, and loyalty. Consumer ethical behaviors are fully affected by brand equity. Discussion and implications based on these results are presented.

Keywords：Consumer Ethics; Ethical Consumption; Environmental Claims; Environmental Information Disclosure.

JEL Classifications：M31.

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