Interactive effects of consumers’ ethical beliefs and authenticity on ethical consumption and pro-environmental behaviors

The current study examined the relationships of ethical beliefs (i.e., idealism and relativism) with pro-environmental behaviors (direct and indirect) and ethical consumption behavior. The study further examined the moderating role of consumer authenticity in these relationships. Data were collected from individuals (N = 302) using field surveys within three major metropolitan cities of Pakistan. The findings revealed that idealism had a positive relationship with ethical consumption behavior and pro-environmental direct behavior. However, it was not related to pro-environmental indirect behavior. Relativism was positively related to ethical consumption behavior but it was not related to both types of pro-environmental behaviors. Furthermore, consumer authenticity significantly moderated the relationships of idealism with all ethical outcomes. Finally, implications for organizations, marketers and policy makers are discussed.