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Sustainability
Volume 14
Issue 13
10.3390/su14138105
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Article

Couple Ethical Purchase Behavior and Joint Decision Making: Understanding the Interaction Process and the Dynamics of Influence

by
Landisoa Rabeson
1,*,
Corina Paraschiv
2,
Laurent Bertrandias
3 and
Régis Chenavaz
4
1
HuManiS Research Center (EA7308), EM Strasbourg Business School, University of Strasbourg, 67000 Strasbourg, France
2
LIRAES, Université Paris Cité, 75006 Paris, France
3
Department of Marketing, TBS Education, 31000 Toulouse, France
4
Department of Economics and Finance, KEDGE Business School, CEDEX 9, 13288 Marseille, France
*
Author to whom correspondence should be addressed.
Sustainability 2022, 14(13), 8105; https://doi.org/10.3390/su14138105
Submission received: 1 June 2022 / Revised: 29 June 2022 / Accepted: 30 June 2022 / Published: 2 July 2022
(This article belongs to the Special Issue Environmental Behaviour and Collective Decision Making–Series II)
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Abstract

We present in this paper a qualitative study of couple ethical purchasing behavior, based on interviews with French consumers. The analysis of joint decision making allows us to distinguish between ethical couples who favor the choice of ethical products when making purchase decisions together and unethical couples who do not. Our results show that ethical couples are characterized by a positive exchange of information, use of verbal and tactical persuasion strategies, and trust in the knowledge of the partner, while unethical couples are characterized by a negative exchange of information, difficulties with joint decision making, and conflict-minimizing strategy. Time, money, and pleasure appear as the most critical factors restricting couples’ purchase of ethical products. Our research provides the first empirical evidence about the dynamics of influence of one partner over the other within couples regarding ethical purchasing behavior.
Keywords: ethical purchasing; couple decision; joint decision making; dynamics of influence; ethical consumer ethical purchasing; couple decision; joint decision making; dynamics of influence; ethical consumer

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MDPI and ACS Style

Rabeson, L.; Paraschiv, C.; Bertrandias, L.; Chenavaz, R. Couple Ethical Purchase Behavior and Joint Decision Making: Understanding the Interaction Process and the Dynamics of Influence. Sustainability 2022, 14, 8105. https://doi.org/10.3390/su14138105

AMA Style

Rabeson L, Paraschiv C, Bertrandias L, Chenavaz R. Couple Ethical Purchase Behavior and Joint Decision Making: Understanding the Interaction Process and the Dynamics of Influence. Sustainability. 2022; 14(13):8105. https://doi.org/10.3390/su14138105

Chicago/Turabian Style

Rabeson, Landisoa, Corina Paraschiv, Laurent Bertrandias, and Régis Chenavaz. 2022. "Couple Ethical Purchase Behavior and Joint Decision Making: Understanding the Interaction Process and the Dynamics of Influence" Sustainability 14, no. 13: 8105. https://doi.org/10.3390/su14138105

APA Style

Rabeson, L., Paraschiv, C., Bertrandias, L., & Chenavaz, R. (2022). Couple Ethical Purchase Behavior and Joint Decision Making: Understanding the Interaction Process and the Dynamics of Influence. Sustainability, 14(13), 8105. https://doi.org/10.3390/su14138105

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