Is Ethical Consumption a Result of Image Management?: The Effects of Face Sensitivity and Self-Monitoring on Purchase Intentions for Eco-Friendly Dining Products

This study aimed to determine whether ethical consumption—referred to here as "good consumption"— is driven by internal moral consciousness or strategic behavior for managing social image. With growing interest in eco-friendly dining products in the foodservice industry, there is a growing academic and practical need to understand consumers' ethical consumption behaviors. While previous studies have focused on moral beliefs, this study highlights the social-psychological factors of face sensitivity and self-monitoring to analyze the external motivations behind good consumption. Empirical analysis revealed that both face sensitivity and self-monitoring significantly influenced self-expression, and self-monitoring and self-expression had positive effects on purchase intention. However, face sensitivity did not directly affect purchase intention. These findings suggest that ethical consumption may serve as a tool for image management in social contexts. In conclusion, this study offers a deeper understanding of ethical consumption and provides a practical foundation for the foodservice industry to design marketing strategies that leverage consumers' social motivations.