Celebrity and Beliefs Affect Ethical Consumption Intentions
Keywords:
Ethical Consumerism, Ethical Consumption, Celebrity EndorsementAbstract
The purpose is to determine the role of celebrity endorsement in influencing personal ethical beliefs and to examine the impact of personal ethical beliefs on ethical consumption intentions. The data has been collected from 140 consumers age 15 years and over in Bangkok utilizing questionnaire. Using simple linear regression technic to test the hypotheses. The results found that celebrity endorsement has low influence on personal ethical beliefs in the bad behavior part and moderate influence in good behavior part; consumers can differentiate between ethical and unethical behavior; Personal ethical beliefs only in good behavior part has moderate influence on ethical consumption intentions.
Data has been collected mainly from a school, thus, respondents are limited to two main occupations - teachers and students. This paper suggests that celebrities should behave well as they are the good role model to the society; family, as a smallest society unit, should take care of their children, in terms of, teaching them ethics, to ensure they know what is good behavior, doing this in the early stage of life may help improve personal ethical beliefs in good behavior part and result in better consumption activities
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