The Role of Consumer’ Social Capital on Ethical Consumption and Consumer Happiness

Abstract

The purpose of this study was to investigate the components of consumer’ social capital which are social participation, social networking, and reciprocity and also analyzed how the social capitals possessed by consumers affect ethical consumption behaviors, and examine how ethical consumption behaviors affect consumer happiness. The samples were randomly extracted from a list of consumer panels registered with a multinational survey institute. Within the budget limit of this study, 2,000 persons were extracted considering the sample size. The main page of the questionnaire requested the subjects to answer to the question asking whether they had any experience in using ethical products or brands. Those who answered no were requested to quit answering the questionnaire. The total number of valid samples was 1,509. Social trust, social participation, and reciprocity, which are the components of social capitals, were found to have positive effects on eco-friendly ethical consumption behaviors, and social-economic-oriented ethical consumption behaviors. Eco-friendly and social-economic-oriented ethical consumption behaviors were found to affect consumer happiness. In additional analyses too, social capitals were found to affect the determination of consumer happiness to some extent. The findings of this study provide valuable information for the investigation of the causal relationships between the system of organization of the ethical consumption behaviors of consumers and the predisposing factors or outcomes of consumer happiness.