Antecedents and Outcomes of Consumer Uncertainty in Ethical Buying Decisions: a Conceptual Model

Growth in consumer concern for ethical issues has been well documented. Consumers have been found to experience uncertainty in decision-making in terms of information, availability and choice, particularly in the area of purchasing ethical clothing. Given the pertinence of uncertainty in decision-making, this article explores the dimensionality of consumer uncertainty. While decision uncertainty has been examined in numerous product categories, little is known about decision uncertainty in the context of ethical products. A new multi-dimensional conceptualization of consumer uncertainty is developed as well as a hypothesized framework that offers an understanding of interrelated mechanisms. Managerial and research implications are discussed.


Gianfranco Walsh, Deirdre Shaw, Edward Shiu, and Louise Hassan (2011) ,"Antecedents and Outcomes of Consumer Uncertainty in Ethical Buying Decisions: a Conceptual Model", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 444.


Gianfranco Walsh, University of Koblenz-Landau, Germany
Deirdre Shaw, University of Glasgow, Scotland
Edward Shiu, Univesrity of Strathclyde, Scoltand
Louise Hassan, Heriot-Watt University, Scotland


E - European Advances in Consumer Research Volume 9 | 2011

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