This thesis explores the role of the self-concept on ethical consumption
behaviour within the Thai consumer context. Religiosity has an influence on a
person’s self and morality as Thai people place high importance on religious
values. Ten consumers are studied through in-depth, phenomenological
interviews, focusing on ethical consumption experiences and meanings. The
self-concept is viewed as an experiencer and a moral entity that is dynamic and
contextual between internal and external values.
The study has extended knowledge on the self-concept and self-image
congruency in the context of ethical consumption. It found the existence of a
self-ethics relationship through processes of internalisation and externalisation.
Personal value, emotion, moral salience, religious beliefs and social values are
internalised into the self-concept. On the other hand, externalisation allows
consumers to express personal meanings onto society. Self-monitoring
functions in these processes to control ethical behaviour. Ethical consumption
helps consumers to construct and enhance moral identity, underpinned by the
moral self.
This thesis has found self-ethics congruency, where meanings of the self and
ethical consumption are symbolised and encouraging ethical consumption.
Moreover, the multidimensional self has emerged from the study. This finding offers insights on different aspects of the self-concept through ethical
consumption. Consumers intuitively engage in ethical consumption when
emotion is involved. The implications of this study suggest “who ethical
consumers are” by looking at the consumer’s self. Organisations and marketers
can use different selves and moral identity to segment and target potential
ethical consumers while creating brand image corresponding to consumer’s
self-image.
| Identifer | oai:union.ndltd.org:BRADFORD/oai:bradscholars.brad.ac.uk:10454/14423 |
| Date | January 2015 |
| Creators | Srisaracam, Nattida |
| Contributors | Fukukawa, Kyoko, Maxwell, Rachael |
| Publisher | University of Bradford, Faculty of Management and Law |
| Source Sets | Bradford Scholars |
| Language | English |
| Detected Language | English |
| Type | Thesis, doctoral, PhD |
| Rights | <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/"><img alt="Creative Commons License" style="border-width:0" src="http://i.creativecommons.org/l/by-nc-nd/3.0/88x31.png" /></a><br />The University of Bradford theses are licenced under a <a rel="license" href="http://creativecommons.org/licenses/by-nc-nd/3.0/">Creative Commons Licence</a>. |
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