Explaining Socially Responsible Consumer Behavior: A Meta-Analytic Review of Theory of Planned Behavior

ABSTRACT

This study reviews previous studies on socially responsible consumers and identifies major antecedents of behavioral intentions to contribute to the theoretical understanding of their purchase behaviors. Meta-analytic procedures were used to (1) quantify the relationship between theory of planned behavior (TPB) constructs, (2) examine the contribution of additional predictors to explain behavioral intention, and (3) identify moderators that influence the strength of the relationships between TPB constructs. The results reveal key factors underlying the consumer decision-making process and provide useful information for marketers in developing strategies that can increase acceptance and purchase of products/services that address consumers' ethical concerns.

KEYWORDS:

• Consumer behavior
• fair trade
• meta-analysis
• organic
• sustainability