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Clerk agent promotes consumers' ethical purchasing behavior in unmanned purchase environment

Published: 05 May 2012 Publication History

Abstract

This study explored whether cues from others in a purchase environment have an effect on purchase behavior for products with fair-trade labels, an ethical attribute of products, among Japanese consumers. By manipulating cues from others, we assessed consumers' intentions to purchase fair-trade products under three different experimental situations: 1) the observed condition, in which participants' purchasing behaviors were observed by others (N = 84), 2) the agent condition, in which participants' purchasing behaviors were observed by a clerk-like agent (N = 118), and 3) the non-observed condition, in which participants' purchasing behaviors could not be observed by others (N = 106). The results of this conjoint experiment demonstrate that participants under both the agent and observed conditions valuated fair-trade products higher than those under the non-observed condition, although participants both in the agent and the non-observed conditions were instructed that their responses would remain anonymous. These findings imply that implications of the presence of others, such as a clerk-like agent in an unmanned purchase environment, enhance ethical purchasing behaviors as with manned purchase environments.

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  • (2013)Someone to watch over meCHI '13 Extended Abstracts on Human Factors in Computing Systems10.1145/2468356.2468509(853-858)Online publication date: 27-Apr-2013

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      cover image ACM Conferences
      CHI EA '12: CHI '12 Extended Abstracts on Human Factors in Computing Systems
      May 2012
      2864 pages
      ISBN:9781450310161
      DOI:10.1145/2212776

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      Association for Computing Machinery

      New York, NY, United States

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      Published: 05 May 2012

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      Author Tags

      1. human-agent interaction
      2. interface agent
      3. pro-social behavior
      4. social psychology

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      • (2013)Someone to watch over meCHI '13 Extended Abstracts on Human Factors in Computing Systems10.1145/2468356.2468509(853-858)Online publication date: 27-Apr-2013

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