The Role of Ethical Evaluation in the Purchasing of High-Involvement Eco-Innovations

We propose a new approach to marketing decision ethics (usually focused on communication issuers) by implementing Hunt and Vitell (1986)'s theoretical model for ethical decision-making processes, in order to explain consumers' purchasing behavior of high-involvement eco-innovations, linking deontological and teleological reasoning to variables related to pro-environmental purchasing.


Lidya Jareño-Macías, Francisco-Javier Montoro-Ríos, and Juan Sánchez-Fernández (2013) ,"The Role of Ethical Evaluation in the Purchasing of High-Involvement Eco-Innovations", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 338-338.


Lidya Jareño-Macías, University of Granada, Spain
Francisco-Javier Montoro-Ríos, University of Granada, Spain
Juan Sánchez-Fernández, University of Granada, Spain


E - European Advances in Consumer Research Volume 10 | 2013

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