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    The Role of Self on Ethical Consumption in a Religious Culture: A Case of Consumers in Thailand

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    PhD Thesis (2.602Mb)
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    Publication date
    2015
    Author
    Srisaracam, Nattida
    Supervisor
    Fukukawa, Kyoko
    Maxwell, Rachael
    Keyword
    Self-concept; Ethical consumption; Ethical consumers; Self-ethics; Congruency; Religiosity; Moral self; Moral identity; Thailand
    Rights
    Creative Commons License
    The University of Bradford theses are licenced under a Creative Commons Licence.
    Institution
    University of Bradford
    Department
    Faculty of Management and Law
    Awarded
    2015
    
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    Abstract
    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.
    URI
    http://hdl.handle.net/10454/14423
    Type
    Thesis
    Qualification name
    PhD
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