THE INFLUENCE OF ETHICS AND SOCIAL RESPONSIBILITY ON GROCERY SHOPPING BEHAVIOUR IN THE UK by JULIET EMMA MEMERY A thesis submitted to the University of Plymouth in partial fulfilment for the degree of DOCTOR OF PHILOSOPHY Marketing Group Faculty of Social Science and Business University of Plymouth Business School August 2005 11 JULIET EMMA MEMERY THE INFLUENCE OF ETHICS AND SOCIAL RESPONSIBILITY ON GROCERY SHOPPING BEHAVIOUR IN THE UK Abstract Consumption as an aspect of most people's lives in affluent societies is widely acknowledged as having become increasingly important (Newholm, 2005). We consume more, and consume more often, than previous generations (Durning, 1992) meaning the actions we make and the decisions we take have greater impact than ever before on the world we inhabit. For many their involvement with consumption goes beyond the act of purchase (Oilman, 1998) to include complex ethical dimensions. The relationship between ethics and social responsibility (E&SR) and consumption choices has received growing attention over recent years, resulting in the topic of 'sustainable consumption' becoming a central focus for national and international policy (Jackson, 2005). Yet a review of the pertinent literature in the fields of E&SR, consumer behaviour and shopping motives uncovers the limitations of existing E&SR research in relation to grocery shopping activities. What E&SR factors influence consumers' grocery shopping choice decisions and behaviour? How important are they when compared to traditional store image and product attribute criteria? How do attitudes influence E&SR grocery consumption? Who are the E&SR buyer types and how may they be differentiated and segmented? This thesis sets out to address these questions and comprises the results of, and reflections on, an investigation into grocery shopping behaviour in the South West of England. It consists of three stages: a literature review; a series of exploratory focus group interviews; and a confirmatory quantitative study. Content, factor, multiple regression and cluster analysis find: shopping motivations vary according to two facts I) the shopping consideration (store to patronise, product to purchase), and 2) the shopping occasion (main shop, top-up shop); differences occur in the importance of E&SR issues and traditional elements of store image/product attribute depending on the shopping activity; attitudes, perceived behavioural control and ethical obligation are linked to E&SR behaviour with differences in the importance of E&SR concerns meaning that E&SR shoppers are not a homogenous group. Results enable a preliminary typology of E&SR grocery shopping concerns to be derived and a range of E&SR consumer types to be proposed. This insight offers a far more complex market that has hitherto been recognised. Motivating E&SR behaviour is far from straight forward due to dissonance occurring in decision-making as consumers try to balance traditional retail aspects with their E&SR beliefs, so finding themselves 'locked in' to non-E&SR behaviours in spite of their best intentions. In these circumstances strategies are required to make it easy for consumers to behave in an E&SR manner: ensuring access to information that aids and encourages pro-E&SR behaviour, highlighting non-financial E&SR behaviours, and for Government to exemplify the desired changes through their own policies and practices. Ill AUTHOR'S DECLARATION At no time during the registration for the degree of Doctor of Philosophy has the author been registered for any other University award without prior agreement of the Graduate Committee. The study was funded by the University of Plymouth Business School, with additional sources of information and expertise being gifted by The Cooperative Wholesale Society Ltd, Manchester. The findings have been the subject of several research seminars at the University of Plymouth, as well as a couple of business related workshops and conferences. Several authored and co-authored papers have been submitted for publication based on the findings of this thesis, with several more in the pipeline. Publications submitted: Megicks, P., Memery, J. & Williams. J. (2005), 'Understanding Ethical and Social Responsibility Influences on Grocery Shoppers: Empirical Insights from the Theory of Planned Behaviour', submitted to the Journal of Consumer Behaviour, May 2005. Memery, J., Megicks, P. & Williams. J. (in press), 'Ethical And Social Responsibility Issues In Grocery Shopping: A Preliminary Typology' submitted to Qualitative Marketing Research- An International Journal, December 2004. Presentation and Conferences Attended: Memery, J., Megicks, P. & Williams. 1. (2004), 'The Influence of Ethics And Social Responsibility On Grocery Shopping Behaviour: An Exploratory Qualitative Analysis' presented at the Academy of Marketing Annual Conference 2004 Virtue in Marketing, University of Gloustershire, Cheltenham, 6-9th July 2004. Memery, J., Megicks, P. & Williams. J. (2004), 'An Exploratory Analysis ofthe Influence of Ethical And Social Responsibility Issues on Grocery Shopping Behaviour', presented at the EASI Marketing workshop, Brunei University, Middlesex, 5th May 2004. External Contacts: Nigel Waiter, CWS Ltd, Manchester. Tim Marsden, CWS Ltd, Manchester. Word count of main body of thesis: 85,734 Signed .... 0J(/I~········ Date .J.~~--~5~~~---~.Q.Q.~ .. IV ACKNOWLEDGEMENTS The road to a PhD is long and winding, with a fair number of hills along the way - some steeper than others! When I set out on my doctoral mission six years ago I though the end may have been reached a little more quickly than it has - an excursion more than an expedition. However this was not to be the case, but the journey has proved to be interesting, enlightening and thought provoking, although not for the fainthearted! The assistance and support I have received from many people has made the doctoral journey enjoyable, and I would not have achieved it without their help. Therefore I would like to thank my colleagues for their support, my friends for their encouragement, and my family for their patience. Special thanks go to my supervisors Phi! Megicks and Jasmine Williams for their day­ to-day support, their guidance in steering me towards completion, and their continual encouragement that each new task would be "good for me". Outside of the Plymouth Business School gratitude goes to all the organisations and individuals kind enough to give their time to participate in the study. Particular thanks is given to Tim Marsden, Nigel Waiter and the Cooperative Wholesale Society for their interest, support and archive of information. Finally I would like to say a big thank you to my parents for helping out wherever possible with the research, along with their constant support and encouragement; and to my partner Paul for his support and tolerance, and doing his best to look interested when I have talked endlessly about research dilemmas. V CONTENTS Page CHAPTER ONE 1 INTRODUCTION 1.1. Background 1.2 Parameters of the study 5 1.2.1. Ethics 6 1.2.2. Social Responsibility 10 1.2.3. The Context of Ethics & Social Responsibility in this Study 13 1.3. Market Forces 14 1.4. Thesis Structure 16 1.5. Summary 18 CHAPTER TWO 19 SHOPPING BEHA V/OUR IN GROCERY RETAILING 2.1. The Meaning of Needs and Motivation 19 2.2 Motives and the Shopping Activity 23 2.3. The Changing Nature of Grocery Shopping 26 2.4. Brands and Retailing 28 2.4.1. Definition of a Brand 28 2.4.2. Components of a Brand 31 2.4.3. The Importance of Brand Identity 34 2.4.4. The Rise of the 'Own-Label' Grocery Brand 37 2.5. A Store's Personality or Image 41 2.6. Identifying Product Attributes 46 2.7. Store Choice 49 2.7.1. Store Selection Criteria so 2.7.2. The Importance of Price in Grocery Shopping 52 2.7.3. The Relationship between Quality and Price in Grocery Shopping 53 2.8. Influences upon Selection Criteria 54 2.8.1. Selection Criteria and Perceived Risk ss 2.8.2. Store Patronage and Satisfaction 56 VI 2.8.3. Satisfaction as a Precursor to Loyalty 57 2.9. The Patronage Decision Process 58 2.9.1. Models of Store/Product Choice 58 2.10. Summary 60 CHAPTER THREE 63 ATTITUDES TO ETHICAL & SOCIALLY RESPONSIBLE SHOPPING BEHAVIOUR 3.1. Theories of Consumer Behaviour 63 3.2. Attitude Theory 67 3.2.1. Learning Theory and Attitudes 68 3.2.2. Expectancy-Value Theory and Attitudes 68 3.2.3. The Functional Approach and Attitudes 69 3.3. The Cognition-Affect-Conation Paradigm of Attitudes 70 3.4. The Formation of Attitudes 72 3.5. Attitudes and Values 74 3.6. Attitudes and Behaviour 75 3.6.1. The Theory of Reasoned Action 76 3.6.1.1. Past Studies using the Theory of Reasoned Action 81 3.6.2. The Theory of Planned Behaviour 82 3.6.3. Modifications to the Theory of Planned Behaviour 88 3.7. Summary 92 CHAPTER FOUR 95 ETHICAL AND SOCIALLY RESPONSIBLE CONSUMERS 4.1. Segmenting Retail Markets 95 4.2. Shopper Classifications of Shopping Orientations 97 4.3. Establishing a Term for these Consumers 101 4.4. Characterising the E&SR Consumer 102 4.5. Identifying E&SR Consumer Measures 106 4.6. E&SR Consumers and Attitude Measures 108 4.7. The Growth of the E&SR Grocery Market 113 4.8. Factors Affecting E&SR Shopping Decisions 115 VII 4.8.1 Product Attributes Consumers Look For- Is One Enough? 120 4.9. Proposed Model ofE&SR Grocery Shopping Behaviour 122 4.10 Summary 124 CHAPTER FIVE 127 RESEARCH METHODOLOGY 5.1. Introduction 127 5.2. The Research Philosophy 127 5.3. Positivist vs. Phenomenology 129 5.3.1. Quantitative vs. Qualitative design 130 5.3.2. Researcher is Independent vs. Researcher is Involved 132 5.3.3. Large samples vs. Small Numbers 133 5.3.4.