Ethical business practices and consumers' purchase intentions for a fast moving consumer good in Hong Kong

This study seeks to contribute to the debate by examining the relationship between consumers' perceptions of EBPs on buying intentions for low-involvement, fast moving consumer goods (FMCG) in Hong Kong supplied by a wellknown brand, Nestlé. The ultimate goal is to discern whether consumers' perceptions of EBPs affect their actual purchasing behaviour, hence justifying businesses' efforts to enhance their image in the minds of consumers. Consistent with previous studies, this study suggests that EBPs can have a large effect on purchase intentions because consumers see ethical behaviour as a baseline expectation.