Ethical purchasing is not a popular behavior in the market. People tend to relate
the ethical purchase intention with the environment-concerned purchasing behavior,
such as green product behavior.
Much research has evaluated the determinant factor of ethical purchasing
intention and behavior. This study emphasizes the contribution of religion in building
ethical purchasing intention. Two mediating variables, moral obligation, and
perceived customer effectiveness, have also been tested.
The finding indicates that religion determines moral obligation, perceived
customer effectiveness, and ethical purchasing intention. Perceived customer
effectiveness mediates the effect of religion toward ethical purchasing intention.