Volume 31, Number 1, 2026

Ethical Awareness and Purchasing Behaviour Among Young Taiwanese Consumers: The Roles of Moral Rationalization and Habitual Consumption

Chia-Jung Lee
 Chinese International College, Dhurakij Pundit University, 110/1-4 Pracha Chuen Rd, Thung Song Hong, Lak Si, Bangkok 10210, Thailand
chia-jung.lee@dpu.ac.th

ABSTRACT

This study investigates the influence of ethical consumerism on purchase intentions and actual purchasing practices among young Taiwanese consumers. Specifically, the research explores the attitude–behaviour gap between ethical awareness and their actual consumption practices. A qualitative exploratory approach was adopted through semi-structured, in-depth interviews with 15 young Taiwanese consumers, including 10 residing in Taiwan and 5 residing in Thailand. The collected data were analysed through thematic and cross-case analysis to examine participants’ perceptions of ethical consumerism, purchasing motivations, and habitual purchasing behaviour.The findings reveal that although many participants expressed concern about ethical issues, ethical considerations were rarely the primary determinant influencing their purchasing decisions. Price, product quality, personal preference, and habitual consumption had a stronger influence on actual purchasing behaviour. The study also identified a significant attitude–behaviour gap, as participants often continued purchasing products from companies associated with unethical practices despite expressing negative attitudes toward those practices. Furthermore, many respondents demonstrated limited awareness of unethical business practices and frequently rationalised their consumption decisions through convenience, brand attachment, and perceived inability to influence corporate behaviour. This study contributes to the literature on ethical consumerism by highlighting the role of habitual purchasing and moral rationalisation in shaping ethical consumption behaviour among young Taiwanese consumers. The findings provide insights into the complexity of ethical decision-making and suggest that ethical awareness alone does not necessarily lead to ethical purchasing behaviour.

JEL Classifications: M3, D12, M3

Keywords: ethical consumerism, attitude–behaviour gap, habitual consumption, moral rationalization, purchasing behaviour, young Taiwanese consumers

Cite this article: 

Lee, C.-J., 2026, Ethical Awareness and Purchasing Behaviour Among Young Taiwanese Consumers: The Roles of Moral Rationalization and Habitual Consumption, International Journal of Business, 31(1), 002. https://doi.org/10.55802/IJB.031(1).002