| dc.description.abstract | Social enterprise is an evolution of non-profit organization. In the recent years, as the average consumers became more aware of social and ethics issues, they began to make purchase decision to express their concerns for specific social and ethics issues. The purchasing behavior of social enterprise product is identical to ethical consumption. When the purchase meet these 3 conditions, it can be considered as an ethical consumption: a) the purchase is aligned to a particular ethical issue. b) give consumers a choice between one product and an ethical alternative. c) reflects to the extent possible, personal or individual choice, rather than a corporate decision. This research is an attempt to investigate the positive variables that influence consumer’s purchase in social enterprise from ethical consumption aspect, as well as how concern affect consumers ‘willingness to purchase a product from social enterprise.
When consumers are evaluating a social enterprise product purchase, due to factors like the lack of information, they often have trouble adjusting their purchase behavior even though they agree with the philosophy of social enterprise, and understand social enterprise helps address many social issues. As consumers get into a repeating habit when they make purchase decision for social enterprise product, it decrease their willing to purchase product from social enterprises. Thus, this research also use status quo bias theory to understand the negative variable that influence consumer’s purchase in social enterprise, as well as integrating the effect of inertia on social enterprise product purchase.
This research’s target respondents are potential social enterprise product consumers. 325 effective surveys were collected. The analysis is carried out by Structural Equation Modeling. The research has shown that high society-centered values, knowledge and beliefs will positively affect concerns. Switching cost, loss aversion, and sunk cost has a positive effect on inertia; relative benefits then has a negative effect on inertia. Concern has positive effect on purchasing intention. Inertia has a negative effect on purchasing intention. In conclusion, through proving the hypothesis, this research provide suggestions on marketing strategy in the future, in order to increase consumer’s willingness to purchase product from social enterprise.
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