Unveiling the effects of regulatory focus theory on ethical ideology in determining perceived ethical value and consumers’ behavioral evaluations

Purpose Remanufactured products lend a springboard to reinforce consumers’ green behavior. In this vein, the present research determines the effects of regulatory foci – prevention and promotion – on consumers’ ethical ideology (i.e. idealism and relativism) vis-à-vis perceived ethical value and related downstream behavioral responses – product evaluation and ethical behavior. We applied environmental consciousness as a moderator between perceived ethical value and behavioral responses. Design/methodology/approach Data collected using an online survey from 534 Chinese respondents. We used AMOS 24.0 to perform structure equation modeling (SEM) for data analysis and interpretation. Findings The present findings revealed that regulatory foci positively affect idealism and relativism. Further, idealism (vs relativism) has a positive effect on perceived ethical value. Relatedly, perceived ethical value engenders negative product evaluation and positive ethical behavior. Moreover, environmental consciousness positively moderates the association between perceived ethical value and its downstream consequences. Research limitations/implications This study’s findings extend knowledge on consumer ethics, regulatory focus and green behaviors and offer practical insights into remanufactured industry. This research acknowledges a few limitations and offers recommendations for upcoming scholars. Originality/value This work uses the regulatory focus theory to create a unique conceptual framework. This study integrated regulatory foci – prevention and promotion – and ethical ideology in the context of remanufactured products. The resulting structural paths advance the literature on customer behavior, service management, ethics and environmental sustainability, while also offering practical insights for the remanufacturing industry.