ABSTRACT Despite the growing awareness of the consumerism and social responsibility issues in academia as well as in the industry, the investigation of the influence or effect of these issues on the consumer purchasing behavior especially in terms of both fairness on business practices(micro issues) and environmental consumerism practice(macro issue) is very limited. Though there exist very few prior studies which tend to conceptually show the effect of the consumerist issues/ethical issues on the consumer purchasing behavior, empirical evident are yet to be explored.
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