Slam the Good Guys: Guilt Over Less Ethical Behavior Results in Denigration of Ethical Consumers

Julie Irwin, University of Texas at Austin, USA
Szu-Chi Huang, University of Texas at Austin, USA
We test whether, instead of expressing admiration, consumers denigrate more ethical consumers. They do, but only when they feel guilty (because acting ethical was easy to do and they avoided it), and once they denigrate ethical consumers they are actually less likely to participate in future ethical behaviors.
[ to cite ]:
Julie Irwin and Szu-Chi Huang (2011) ,"Slam the Good Guys: Guilt Over Less Ethical Behavior Results in Denigration of Ethical Consumers ", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.