The Ethical Consumption Gap in Fairtrade Consumption: How Price Importance, Habit and Ego Depletion Affect Attitude-Choice Incongruence
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.
Citation:
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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 735-735.
Authors
Atar Herziger, University of Cologne, Germany
Erik Hoelzl, University of Cologne, Germany
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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