Examining the role of ethnical consideration in consumer choice regarding purchases of foods with an animal origin: an evaluation of Deidre Shaw and Edward Shiu's multivariate approach to ethical intention

Abstract

The aim of the dissertation was to examine the descriptive validity and explanatory power of Deidre Shaw and Edward Shiu's model of behavioral intention in the context of vegetarian-ethical behavior. The study adopted a qualitative approach, as the most appropriate for the nature of the research topic. The application of this methodology involved secondary research of published material regarding the model's variables and primary research in the form of unstructured phenomenological interviews which explore the meaning underlying vegetarian's conduct. The results show that the model was substantially successful in describing the reality of ethical decision-making. However, it was found that the subjects are characterized by self-efficacy, as a control variable; one, which was not included in the model. Furthermore, the variable of ethical obligation was found to be largely affected by a conflict between emotional and cognitive values which was not considered in the model. Finally, the self-identity variable appeared to be central to the vegetarian behavior and largely susceptible to cultural influence, which again was not regarded by the model's present variables.