Ethical consumerism has been dramatically increasing in recent decades, but in service sector, fewer research has been conducted especially in the fast-food industry. In this paper, we determined empirically the consumer perceived ethicality effects on repurchase intentions as well as on word of mouth through brand image partial mediation and customer expertise moderation in fast-food sector. The data were collected from 307 consumers of the fast-food restaurants (e.g., KFC, Subway, and Pizza Hut) through self-administered questionnaires. Common method variance and social desirability bias were measured before testing hypotheses, and the data were investigated by SPSS and AMOS 21st version. The empirical results demonstrated that consumer perceived ethicality effects on repurchase intentions directly and through brand image partial mediation indirectly. Moreover, the direct and positive effects of repurchase intentions on word of mouth were experienced. This study generalized the results of previous studies of consumer perceived ethicality conducted in western culture in Pakistani fast-food sector. This study also proposed that firms should tackle ethical concerns at corporate and operational strategy levels to improve consumers’ behavioral intentions.

中文翻译：

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消费者对道德的感知如何影响回购意图和口碑？中介调节模型

近几十年来，道德消费主义急剧上升，但是在服务领域，尤其是在快餐业中，开展的研究较少。在本文中，我们根据经验确定了消费者对回购意图以及通过快餐业中品牌形象的部分中介和客户专业知识的适度对口碑产生的道德影响。该数据是通过自行管理的问卷调查从307家快餐店（例如，肯德基，地铁和必胜客）的消费者那里收集的。在检验假设之前，先测量常用方法的方差和社会期望偏差，然后使用SPSS和AMOS 21st版本对数据进行调查。实证结果表明，消费者感知到的道德操守直接或通过品牌形象部分中介间接影响回购意向。此外，回购意图对口碑产生了直接和积极的影响。这项研究概括了先前在巴基斯坦快餐业中西方文化中进行的消费者感知的道德研究的结果。这项研究还建议公司应在公司和运营战略层面解决道德问题，以改善消费者的行为意图。