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Consumers’ Preferences For Ethical Entertainment Consumption: Conceptualization, Development, And Validation Of A Scale, Avirupa Basu, Tamas Makany, Pratap Chandra Mandal, Ashutosh Bishnu Murti
Consumers’ Preferences For Ethical Entertainment Consumption: Conceptualization, Development, And Validation Of A Scale, Avirupa Basu, Tamas Makany, Pratap Chandra Mandal, Ashutosh Bishnu Murti
Research Collection Lee Kong Chian School Of Business
Our study describes the conceptualization, development, and validation of a reliable scale to measure the Consumers’ Preferences for Ethical Entertainment Consumption (CPEEC) in the context of OTT platforms. Past literature has addressed Ethical Consumption in various contexts that hold significant importance among consumers. However, there is limited literature on the Ethical Consumption in the domain of OTT entertainment, which is a new and burgeoning field of literature. Conceptualizing and developing a measurement scale for CPEEC will help measure the ethicality of entertainment like films, web shows and reality shows. The CPEEC scale is developed and validated by performing 33 in-depth …