“Ethics in Consumer Choice for High Involvement Products”

The concern for ethical issues, which encompass environmental and social concerns, has been ever growing over few decades across the globe. Research has consistently revealed an increasing demand for “ethical” choices in the global marketplace. However, there have been fewer publications on this issue. This paper attempts to utilize the existing theory of reasoned action/theory of planned behavior and yet further extension given by Shaw et al (2000) with regard to the above model i.e. the measures of “ethical obligation” and “self-identity” that found to be pertinent in consumer decisions where “social” concerns exist. The current research tries to validate the extension of theory of planned behavior in Indian scenario, a growing hub for high involvement consumer product. To examine this area, Reliability analysis & Structural equation modeling was used to allow the specification of a chain of causal links from beliefs, via constructs through to behavioral intention. Also, it allowed the specification of latent factors, enabling the modeling of cognitive constructs underpinning the model. This research tries to provide important findings for the marketers who intend to capture growing segment of ethical consumers in India by giving an eco-friendly touch to their high involvement products.