Ethical Consumption Or Consumption of Ethical Products? An Exploratory Analysis of Motivations Behind the Purchase of Ethical Products

Lara Spiteri Cornish, University of Coventry, UK
The focus on bridging the “attitude-behavior gap” (i.e. persuading 'ethical' consumers to buy ethically) may not be the best way to increase consumption of ethical products. These products often have multiple attributes, and we argue that highlighting such attributes may encourage consumption by both ethically and non-ethically minded consumers.
[ to cite ]:
Lara Spiteri Cornish (2013) ,"Ethical Consumption Or Consumption of Ethical Products? An Exploratory Analysis of Motivations Behind the Purchase of Ethical Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.