Do Ethical Purchase Intentions Really Lead to Ethical Purchase Behavior? A Case of Animal-Testing Issues in Shampoo

  •  Alexandra Madar    
  •  Hazel H. Huang    
  •  Ting-Hsiang Tseng    


This study investigates the impact of consumers’ ethical buying intentions on their buying behavior. Using a survey approach, the findings suggest the link between ethical buying intentions and behavior depends on consumers’ awareness of the brand’s general corporate social responsibility activities. Only when consumers with ethical purchase intentions are aware of the brand’s CSR activities can their intentions translate into behavior.

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