Reward Or Punish: Willingness to Pay For Ethically-Produced Goods

Two experimental studies reveal a strong relationship between ethical behavior and willingness to pay. Participants were willing to pay substantially more for an ethically produced good than they were willing to pay for an unethically produced good, suggesting that there may be financial reward for socially responsible behavior. In addition, the relationship is consistent with asymmetry of information effects that posit greater influences of negative versus positive information.



Citation:

Remi Trudel and June Cotte (2008) ,"Reward Or Punish: Willingness to Pay For Ethically-Produced Goods", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 229-232.

Authors

Remi Trudel, University of Western Ontario, Canada
June Cotte, University of Western Ontario, Canada



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

The Effects of Subjective Knowledge and Naïve Theory on Consumers’ Inference of Missing Information

Lien-Ti Bei, National Chengchi Uniersity, Taiwan
Li Keng Cheng, National Chengchi Uniersity, Taiwan

Read More

Featured

Inferring Personality from Solo vs. Accompanied Consumption: When Solo Consumers are Perceived to be More Open

Yuechen Wu, University of Maryland, USA
Rebecca Ratner, University of Maryland, USA

Read More

Featured

When Waste Costs: The Influence of Price on Consumers’ Perceived Waste and Purchase Intention of an Excessive Amount of Product

Tao Tao, Hong Kong Baptist University
Robert Wyer Jr., University of Cincinnati, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.