Curbing unethical consumer behaviour: the role of religiosity, consumer ethical beliefs and anticipated guilt

Purpose This paper aims to investigate the role of personal and affective factors in curbing unethical consumer behaviour (UCB). Specifically, this study scrutinizes how religiosity, consumer ethical beliefs (CEBs) and anticipated guilt influence UCB. Design/methodology/approach Using a survey-based approach, the author distributed offline and online questionnaires among students enrolled in a public university in Roorkee, India and analysed the data using structural equation modelling. Findings The results provide evidence that intrinsically religious individuals develop strong ethical beliefs, which can help them to refrain from unethical behaviour and adopt ethical conduct. Also, individuals prone to experiencing anticipated guilt show less inclination to commit unethical behaviour. Research limitations/implications This research presents significant theoretical and practical implications to facilitate academic understanding and managerial decision-making in the context of consumer ethics. Originality/value This research is one of the few empirical studies in the Indian context that simultaneously examines the antecedents and consequences of CEB.