The Ethical Consumption Gap in Fairtrade Consumption: How Price Importance, Habit and Ego Depletion Affect Attitude-Choice Incongruence

Atar Herziger, University of Cologne, Germany
Erik Hoelzl, University of Cologne, Germany
We examine an individual-level measure for the ethical consumption gap. In two studies involving incentive-compatible or hypothetical choices between Fairtrade and conventional products, attitude-choice incongruence was significantly associated with reported price importance. In the incentive compatible design, Fairtrade consumption habit and ego depletion tended to reduce the ethical consumption gap.
[ to cite ]:
Atar Herziger and Erik Hoelzl (2016) ,"The Ethical Consumption Gap in Fairtrade Consumption: How Price Importance, Habit and Ego Depletion Affect Attitude-Choice Incongruence ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 735-735.