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E11. Influence of ethical beliefs and trust on purchase decisions: The moderating effect of involvement

Fri, October 12, 6:00 to 8:00pm, Hilton Anatole, Imperial Ballroom

Short Abstract

We test the moderating effect of involvement on the relationship between ethical beliefs, trust, and purchase decisions. The higher the ethical beliefs and trust in product’s ability to deliver the value the higher the likelihood of product being-bought and vice-versa. Trust holds more relevance for high- than low-involved consumers.

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