High and Low Involvement: An Exploration of Ethical Product Decisions

Abstract

Purpose Ethical elaboration is an aspect of product involvement and this research examines the relationship between involvement and ethical consumption providing a more holistic understanding of ethical decision-­making. This paper identifies antecedents of both low and high involvement ethical product decision-­making at farmers’ markets, and with sustainable and energy efficient features in the housing market, respectively. Design/methodology/approach These aims are achieved through semi-­structured and in-­depth interviews with consumers and sellers of ethical products across low and high involvement domains. Findings The empirical investigation reveals new insights into the constructs considered when purchasing high involvement ethical products. Barriers are discussed and findings examine the relationships between trust, information, ethical motivation and signalling. Research implications A research process framework for the study of ethical decision-­making is presented, demonstrating that constructs are approached differently between involvement levels. A conceptual model providing steps for transferring knowledge gained from the research to practice is also developed. Practical implications This research aids in the dispersion of information among stakeholders so that sustainability and energy efficiency can be part of the standard real estate conversation. Social implications Sustainability and energy efficiency (SEE) housing is seen as a niche market and this research will help alter the behaviour of the stakeholders in order to incentivise consumers to change their purchase patterns to include SEE features. Originality/value Most of the work on ethical consumption deals with low-­involvement products. This study addresses high-­involvement ethical consumption within the housing market through a qualitative approach.