What is it about?
Do a retailer's ethical practices drive consumer advocacy? This study proposes that consumer perceptions of the ethics of retailers (CPER) influence consumer brand advocacy both directly and indirectly through consumer-brand identification (CBID). Furthermore, it explores how brand involvement and social media exposure moderate these relationships.
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Why is it important?
When brands turn passive buyers into active participants, consumer advocacy soars. This study reveals that shoppers champion retailers only when they feel a genuine, emotional connection. Instead of relying on empty gestures, businesses must build transparent, two-way partnerships that empower consumers, spark trust, and create a truly community-driven shopping experience.
Perspectives
Writing this article was a great pleasure, largely due to my co-authors. I have had a long-standing collaboration with one, while the other two are newer co-authors whose dedication and intelligence I have truly come to appreciate.
Professor W.M. To
Macao Polytechnic University
Read the Original
This page is a summary of: From ethical retailing to advocacy: identification and engagement as drivers, Retail and Distribution Management, June 2026, Emerald,
DOI: 10.1108/ijrdm-07-2025-0570.
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