Understanding the factors that affect sustainable consumers' decision making from an ethical perspective

With the growing concern about the environment and the effects of global warming, there has been increasing academic interest in studies that examine sustainable decision making behaviour, and also ethical approaches to such problems. However, there have been no studies that link consumer decision making and ethical decision making with factors such as moral intensity, demographics, behavioural and normative beliefs, and there have been only a few studies where the models were based on primary data. In addition, studies have highlighted limitations in existing models, mainly based on which variables they do not include. This paper examines existing literature and proposes a conceptual framework for examining consumer behaviour in a future study.