Ethical Consumers: Does Deontological Evaluation Play a Role in Purchasing Organic Food Products?

Krisjanti, Mahestu N (2022) Ethical Consumers: Does Deontological Evaluation Play a Role in Purchasing Organic Food Products? Proceedings of the International Symposium on Transformative Ideas in A Changing World-The Global Solidarity Crisis. The Global Solidarity Crisis, 1. pp. 164-169. ISSN 2987-2596

Text 17. Mahestu N Krisjanti.pdf - Published Version Download (2MB)

Abstract

Ethical consumers tend to associate their behaviors with sustainable and green consumerism. They will only purchase ethical products, from ethical producers that respect human beings and the environment including animals. Organic food products have long been known as ethical products because the process of growing them will always protect human beings and the environment. This study involved 174 respondents, and evaluated the determinant variables of organic food purchasing intention, which are attitude toward organic food and subjective norms. Subjective norms indicate the belief or norm that important people will approve of a particular behavior which is purchasing organic food. The study found that those two determinant variables significantly contribute to the intention to purchase organic food. Furthermore, this study also tested whether deontological evaluation as an ethical value would also give impact those two determinant variables. In this study, deontology is the normative ethical view that judges the morality of purchasing organic food based on compliance with the rules. The study reported that deontological evaluation significantly influenced the consumers’ attitude toward organic food and also subjective norms of buying organic food. Therefore, to increase the consumers’ intention to purchase organic food, the stakeholders need to educate the consumers about the ethical values of purchasing organic food. Keywords: deontology, organic food, attitude, subjective norms

Item Type:	Article
Subjects:	Philosophy
Divisions:	Proceeding > Faculty of Philosophy
Depositing User:	Kristoforus Sri Ratulayn Kino Nara
Date Deposited:	02 Aug 2023 13:38
Last Modified:	02 Aug 2023 13:38
URI:	http://repository.ukwms.ac.id/id/eprint/36278

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