Figure 2
The diagram of the ADO framework is divided into three sections: Antecedents, Decisions, and Outcomes. The Antecedents section includes Ethical concerns, Environmental concerns, Consumer Resistance, Consumer well-being, Political Concerns, and Social concerns. The Decisions section features the Evaluation process and Conscious choice to engage in anti-consumption. The Outcomes section lists Impact on purchase intention, Changes in brand loyalty, and Overall consumer behaviour adjustments.ADO framework. Source: Compiled by authors