The Meaning of Social and Ethical Values in Consumer Decision-Making for Sustainable Products in Urban Markets

Anna M Ngabalin

doi:10.55927/fjst.v4i11.310

Authors

Anna M Ngabalin Politeknik Perikanan Negeri Tual

DOI:

https://doi.org/10.55927/fjst.v4i11.310

Keywords:

Social and Ethical Values, Consumer Decision-Making, Sustainable Products, Urban Markets

Abstract

This study explores how social and ethical values shape urban consumers’ decisions to purchase sustainable products. Using a phenomenological qualitative approach, semi-structured interviews were conducted with eight active buyers of sustainable products in Ambon City. Thematic interpretation reveals that purchasing decisions are influenced not only by economic considerations but also by interconnected moral, social, and cultural values. Five key dimensions emerge: environmental moral responsibility, social identity, personal integrity, ethical awareness, and cultural context. The findings highlight that these integrated values play a strategic role in ethical decision-making within sustainable markets. Practically, the study suggests that marketers and policymakers should emphasize social value and responsibility in their communication and branding strategies

References

Ajzen, I. (2020). The theory of planned behavior: Frequently asked questions. Human Behavior and Emerging Technologies, 2(4), 314–324. https://doi.org/10.1002/hbe2.195

Appadurai, A. (2021). The social life of things: Cultural perspectives on consumption. Cambridge University Press. https://doi.org/10.1017/9781009027551

Aquino, K., & Reed, A. (2022). The self-importance of moral identity and ethical behavior. Journal of Personality and Social Psychology, 122(5), 833–848. https://doi.org/10.1037/pspi0000381

Braun, V., & Clarke, V. (2021). Thematic analysis: A practical guide. SAGE Publications.

Chang, M., & Lee, H. (2023). Conscious buying and the evolution of sustainable consumer values in urban contexts. Journal of Consumer Research, 50(2), 215–232. https://doi.org/10.1093/jcr/ucad034

Chen, J., & Xu, Y. (2023). Brand ethics and consumer trust in sustainable marketing. Journal of Business Ethics, 188(3), 645–661. https://doi.org/10.1007/s10551-023-05233-0

Creswell, J. W., & Poth, C. N. (2024). Qualitative inquiry and research design: Choosing among five approaches (5th ed.). SAGE Publications.

Fernandez, R., & Patel, S. (2023). Ethical awareness and responsible consumption among urban consumers. Journal of Business Research, 156, 113492. https://doi.org/10.1016/j.jbusres.2023.113492

Gómez, R., & Liu, T. (2024). Digital influence and the rise of ethical consumerism: A global perspective. Computers in Human Behavior, 152, 108030. https://doi.org/10.1016/j.chb.2023.108030

Han, H. (2021). Consumer behavior and environmental sustainability in tourism and hospitality: A value-belief-norm model. Journal of Sustainable Tourism, 29(12), 1920–1938. https://doi.org/10.1080/09669582.2021.1903019

Hanifah, N., Prasetyo, R., & Lestari, D. (2025). Digital trust and ethical brand communication in shaping sustainable purchase intention. Sustainability, 17(2), 1356. https://doi.org/10.3390/su17021356

Hong, Y., Kim, S., & Lee, J. (2024). Significance of the environmental value-belief-norm model in green consumption. Journal of Cleaner Production, 442, 139871. https://doi.org/10.1016/j.jclepro.2023.139871

Huang, T., & Lee, C. (2022). Social orientation and collective well-being in sustainable consumer behavior. Sustainability, 14(9), 5561. https://doi.org/10.3390/su14095561

Karimzadeh, S. (2024). Ethical consumption in three stages: A focus on sufficiency, moderation, and moral choice. Journal of Consumer Ethics, 11(2), 175–192. https://doi.org/10.1080/23251042.2023.2277971

Kutaula, S. (2024). Social value orientation and ethical consumerism in emerging markets. Asia Pacific Journal of Marketing and Logistics, 36(1), 45–61. https://doi.org/10.1108/APJML-02-2023-0124

Ladeira, W. J., Machado, J. C., & Silva, J. (2025). A meta-analysis on consumer ethical decision-making in sustainable markets. Journal of Business Research, 167, 114501. https://doi.org/10.1016/j.jbusres.2025.114501

Lestari, E., & Sari, M. (2024). Local culture and sustainable consumption behavior in Eastern Indonesia. Asian Journal of Sustainability, 8(1), 73–88. https://doi.org/10.1016/j.ajsus.2024.01.004

Lin, C., Wang, H., & Su, J. (2023). Corporate social responsibility, consumer values, and sustainable brand loyalty. Sustainability, 15(12), 9235. https://doi.org/10.3390/su15129235

Marpaung, J. (2023). Cultural dimensions and ethical consumption: The role of local wisdom in Indonesian communities. Journal of Cultural Studies, 15(2), 122–139. https://doi.org/10.1080/13621025.2023.2146754

Munar, A. M., & Villaseñor, E. (2023). Phenomenological approaches in sustainable consumption research: Understanding ethical experiences. Qualitative Market Research, 26(5), 823–839. https://doi.org/10.1108/QMR-12-2022-0173

Nasution, R., Dewi, L., & Kusuma, A. (2024). Corporate responsibility and brand ethics in Indonesia’s green market. International Journal of Ethics and Systems, 40(2), 284–302. https://doi.org/10.1108/IJOES-06-2023-0127

Nowell, L. S., Norris, J. M., White, D. E., & Moules, N. J. (2024). Enhancing trustworthiness in qualitative research: Strategies and practices. Qualitative Inquiry, 30(3), 456–469. https://doi.org/10.1177/10778004231100150

Ogiemwonyi, O., Rahman, K., & Li, T. (2023). The correlative influence of consumer ethical beliefs and environmental ethics on green consumption behavior. Heliyon, 9(8), e21582. https://doi.org/10.1016/j.heliyon.2023.e21582

QSR International. (2023). NVivo 12 Plus [Computer software]. QSR International Pty Ltd. https://www.qsrinternational.com

Ramadhani, A., & Yusuf, H. (2024). Community participation and social solidarity in promoting sustainable product consumption. Journal of Social Marketing, 14(1), 32–49. https://doi.org/10.1108/JSOCM-03-2023-0042

Santoso, B. (2024). Urban consumer identity and responsible buying behavior in Southeast Asia. Journal of Retailing and Consumer Services, 77, 103194. https://doi.org/10.1016/j.jretconser.2023.103194

Simanjuntak, D. (2024). Sustainability awareness and ethical purchasing behavior among Indonesian consumers. International Journal of Consumer Studies, 48(3), 520–537. https://doi.org/10.1111/ijcs.12904

Sinaga, T., Manurung, D., & Sembiring, R. (2024). Ethical responsibility and sustainable purchasing behavior in developing economies. Business Strategy and the Environment, 33(2), 743–759. https://doi.org/10.1002/bse.3482

Suryani, I., Pranoto, A., & Malik, F. (2025). Ethical awareness and urban sustainability: Interactions of culture and moral value. Journal of Environmental Psychology, 92, 102267. https://doi.org/10.1016/j.jenvp.2025.102267

Syed, S., Alam, R., & Yusof, R. (2024). Decoding sustainable consumption behavior: A systematic review of models and theories. Resources, Conservation & Recycling, 197, 107209. https://doi.org/10.1016/j.resconrec.2024.107209

Tajfel, H., & Turner, J. C. (2020). Social identity theory and intergroup relations. Psychology Press. https://doi.org/10.4324/9780203505984