| Abstract [eng] |
In 2023, EU member states committed to becoming the first climate-neutral economy by 2050. This pledge increases pressure on businesses and consumers to meet stricter environmental regulations. In response to the environmental, social, and political consequences of consumption, ethical behaviour such as purchasing eco-friendly and locally sourced products, supporting fair trade, and boycotting unethical businesses has become increasingly important. However, despite growing consumer interest in ethical consumption, according to Sharif (2016), behavioural changes remain disproportionately small. Therefore, it is essential to investigate how consumers' moral beliefs influence their ethical consumption behaviour. One key factor in this regard is consumer moral intensity. While existing research suggests that moral intensity positively affects ethical consumption intentions, its influence on actual behaviour is less studied. Hence, this master's project addresses the research question: How does consumer moral intensity impact ethical consumption behaviour? |
