Consumer Propensity to Adopt Illicit Goods: Theory, Methods, and Results ()
ABSTRACT
The purpose of this study is to examine consumer
propensity to adopt illicit goods. The adoption of illicit goods is a worldwide
problem that undermines legitimate markets,
funds criminal organizations, and harms the most vulnerable in society. International organizations, such
as World Economic Forum, have called for the study of the demand of
illicit products. Research is crucial to understanding the demand for these
products and can contribute to public policy addressing this issue. This research uses two theoretical frameworks:
The Theory of Planned Behavior
and the Theory of Marketing Ethics. Using the Theory of Planned Behavior, research results suggest that
subjective norms influence consumers’ propensity to adopt illicit goods. Using
the Theory of Marketing Ethics, research on consumers’ ethical orientation
found that both teleological and
deontological orientations influence consumers’ ethical judgement and
intention. Theoretical and methodological conclusions are derived, and
managerial and policy implications are offered.
Share and Cite:
Robles-Avila, S. and Vasquez-Parraga, A. (2018) Consumer Propensity to Adopt Illicit Goods: Theory, Methods, and Results.
Theoretical Economics Letters,
8, 292-315. doi:
10.4236/tel.2018.83021.