Impact of Ethical Violations in Food-Related TV Commercials on Consumer Trust in Punjab: The Mediating Roles of Perceived Ethical Inconsistencies and Cognitive Dissonance

Abstract

The purpose of this study is to examine the violation of ethics in food commercials and how they affect the consumer’s trust within the bounds of the Punjab province of Pakistan with special consideration to the mediating effects of perceived ethical gaps and cognitive dissonance. With respect to the Conservation of Resources (COR) theory, this study provides a sequential mediation model which explains how unethical advertising can diminish trust from consumers based on psychological and emotional processes. Information was obtained through a questionnaire administered in different urban and peri-urban areas of Punjab and was processed using Partial Least Squares Structural Equation Modeling (PLS-SEM). It was determined that none of the hypothesized path relationships were significant at any level, further, the model was severely lacking as demonstrated by having low R² values. Also, the reliability and validity check suggested that the constructs were not properly formulated because they did not possess internal consistency and convergent validity pointing the measurement model to some level of fault. Although the study did not come up with statistically significant outcomes, the findings from this research are very crucial in trying to navigate through the maze of ethical culture within societies and illustrate the need for cultural adaptation of measuring instruments. This study adds value to the sparse body of work on advertising ethics in developing economies by advancing a model that has reasonable theoretical foundations yet is empirically weak. It suggests that later work would develop better priori culturally respectful approaches, broaden their measuring strategies, and integrate other contextual and psychological perspectives that could impact consumer trust. From this research, advertisers, regulators, and policymakers who aim to encourage responsible practices and enhance consumer protection in Pakistan’s food advertising industry will derive value.