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Factors influencing the adoption of ethical ‘luxury’ in Saudi Arabia / by ; presented to the Faculty of Effat University, Jeddah, Kingdom of Saudi Arabia, Course Instructor Committee Members by Dr. Hanen Charni
AlShahrani, Hessa R.
AlShahrani, Hessa R.
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It is been noticed recently that ethical consuming has been increased; consumer became more interested in ethical issues(Sudbury-Riley, L., & Kohlbacher, F. 2016). In this study, we developed a new concept which is “ethical luxury” as a new definition of ethical products segment; since Saudi Arabia conceder as one of the biggest markets of Luxury, we find it relevant to study the consuming of ethical products as a new type of “Luxury” in Saudi Arabia. We called it an ethical luxury because ethical products are pricy and not affordable in daily consuming bases for all income segments. That is why we consider it as a new type of luxury. In this study, we focused on the factors influencing consumers to adopt ethical luxury in Saudi Arabia. Based on the literature we chose these factors: intention to purchase, ethical consciousness, environmental concerns, subject norms, willingness to pay, and altruism. We used different exist measurement to measure our variables and find out the relationship between the factors and analyze by SPSS. According to the study, we found out that all the presented factors are affecting the intention to purchase except the ethical consciousness. The research will present a farther analysis