Factors Influencing Consumer Ethics Purchasing Decisions in a Recession

The period of recession is also referred to as the period of recession and crisis and can affect culture and ethics. The purpose of this study is to investigate the role of various factors on consumer ethical purchasing decisions in a recession.

The present study was conducted in combination (qualitative and quantitative). In the qualitative part, the data method was the foundation. The community of experts included university professors specializing in business and management and experimental elites in the pasta industry, 20 of whom were selected by snowball sampling method until saturation. The interview tools were semi-structured and the data were analyzed by coding method. The quantitative part was the descriptive-correlation method. The population of pasta consumers in Iran was 384 people who were selected by available means. The questionnaire was designed (from the results of the qualitative section) and the data were analyzed by structural equations.

The results showed that among the five identified factors, causal and interfering factors have the most role in the ethical decision of consumers to buy in a recession. Among the underlying factors are security, prudence and budget; Among the causal factors of the family, the personality of the individual and the perspective and attitude of the individual; Among the intervening factors, sanctions, political factors and war; Among the strategies, saving, buying low-risk goods and prioritizing purchases, and among the consequences, warehousing, unemployment and changing consumer behavior are of the highest importance in the ethical decision of consumers to buy in a recession.

Undoubtedly, with the eradication of poverty and if the sanctions are lifted and the government sets the right policies for the economy and supports firms and ethical organizations, consumers will be more inclined to buy They will be morally committed.