Designing a pattern of consumers' ethical perception in buying zero waste product

Document Type : Original Article

Authors

1 MSc. Of Business Administration, Marketing Department, Faculty of Human Sciences, Ilam, Iran.

2 Associate Profcssor, Faculty of Litcraturc and Humanities, Ilam University, Ilam, Iran.

10.22034/cbsj.2025.63795

Abstract

This research was conducted with the aim of explaining the model of ethical perception of consumers in purchasing zero-waste products. The current research method is qualitative and grounded theory, and it tries to identify the components of consumers' moral perception in purchasing zero waste products and identify the most important and effective ones. A systematic method was used to analyze the data and it has three procedures: open coding, central coding, and selective coding. The statistical population of the research includes 12 specialists and experts (in the fields of business management, marketing management and environment) who were selected using the snowball method and targeted judgment. In this research, 12 people were interviewed, and from the 10th interview onwards, repetition was observed in the received information, but to be sure, it continued until the 12th interview, the eleventh and twelfth interviews were completely repetition of the information. The validity and reliability of the interviews have been examined and found to be acceptable. Grounded theory was used to analyze qualitative research data using Atlas-Ti software. The results of the research show that the moral perception of consumers is based on a central category that is formed under the influence of causal conditions. This process begins with causal conditions, including ethical standards, and causes the formation of meanings, these meanings are strengthened by using strategies (ethical cognitive effort) and consequences (purchase intention, satisfaction, and consumer identification).

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