“Mirror… Mirror on the Wall, Whose the Greenest Giver of Them All?”: Understanding When and Why Men and Women Gift Ethically-Made Products

Lisa Cavanaugh, University of Southern California, USA
Gavan Fitzsimons , Duke University, USA
In a series of laboratory studies we examine two main questions: 1) when and why do consumers buy unethically made products for themselves or for others? and 2) how do their choices of unethically vs. ethically-made products vary based on the type of relationship they have with the person they are buying the product for? Our findings suggest that ethicality considerations are acerbated or hidden behind other product attributes which consumers use to signal their commitment or partnership value based on the particular relationship type (e.g., romantic, friendship, professional).
[ to cite ]:
Lisa Cavanaugh and Gavan Fitzsimons (2010) ,"“Mirror… Mirror on the Wall, Whose the Greenest Giver of Them All?”: Understanding When and Why Men and Women Gift Ethically-Made Products", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 211-214 .