The role of ethical business behaviour awareness in consumer sports supplement purchase intentions

The gap between ethical purchase intentions and ethical purchase behaviour is well-documented. Although this gap can be bridged by increasing the level of awareness among consumers with regards to ethical business practices, it was found that consumers between the ages of 19 to 56 years were already aware of ethical organisations and business practices in the South African sports supplement industry. They are however unaware of companies that operate unethically. Several factors such as brand familiarity, price and convenience were found to compete with ethical business behaviour during the purchase decision-making process. It is thus recommended that organisations that incorporate ethical business behaviour at a strategic level should provide ethical products that are competitively priced, convenient to use and from a brand that is familiar