Antecedents of attitudes toward social issues and intention to comply

Abstract

Furthering our understanding of consumer behaviour related to social issues has both practical as well as theoretical importance. This study examines individual characteristics, including age, gender, involvement and susceptibility to interpersonal influence on attitudes toward social issues and intention to comply. Data were gathered from a convenience sample of young people across two social issues. The results indicate that generally demographic characteristics (age and gender) have a moderate effect on individuals' susceptibility to interpersonal influence for social issues, and their involvement in such issues.