UNDERSTANDING THE INFLUENCE OF MORAL EQUITY AND RELATIVISM IN FORMING CONSUMER PURCHASE INTENTION

Abstract

Moral equity and relativism considers issues related with condition just with human welfare are expanding in a huge manner. Buyers declare that the moral issues are as opposed to buying them and they infrequently practice morals in choosing the products and services for buying. This is shown by conducting quantitative research which found that despite the fact that multiple purchasers declaring on the moral issues, the sales decreased. The aim of this study is to understand the influence of moral equity and relativism in forming customer purchase intention in Jeddah, Saudi Arabia. The participants of the survey are the customer from Jeddah. The methodology of this study is quantitative in nature due to the use of survey and used PLS- PM (Partial Least Square- Path Modelling) method to determine the relationship models with latent variables. The obtained results concluded that the moral equity supports customer purchase intention while relativism does not.