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

• In Event: Working Paper Session & Reception
  In Working Paper Session: Pod E: Charitable Giving/Prosocial Behavior

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.

Authors

• Marija Banovic, Aarhus University

• Athanasios Krystallis, Athens University of Economics and Business, Greece