Towards a Measure of Individual Consumer Morality

To what extent are 'ethical consumers' different from other consumers regarding their decision-making in situations that have moral implications? Are they any different at all? Despite the fact that ethical consumption is receiving increased recognition from researchers, there are currently no satisfactory answers to these questions. Existing individual morality measures fail to account for the large spectrum of morality approaches and have been mostly developed for application in an organ-isational context. Accordingly, the concept of a new measure is proposed that takes a wide variety of morality approaches into account and is specifically developed for use in the context of con-sumption.



Citation:

Marco Grix, Sarah Todd, and Rob Lawson (2005) ,"Towards a Measure of Individual Consumer Morality", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 616-622.

Authors

Marco Grix, University of Otago
Sarah Todd, University of Otago
Rob Lawson, University of Otago



Volume

E - European Advances in Consumer Research Volume 7 | 2005



Share Proceeding

Featured papers

See More

Featured

Deprivation of Control and the Phonetic Appeal of Brand Names

Jamel Khenfer, Zayed University
Caroline Cuny, Grenoble Ecole de Management

Read More

Featured

L4. Attentional Breadth Moderates the Effect of Store Environments on Product Evaluation

Oliver B. Büttner, University of Duisburg-Essen
Benjamin G. Serfas, University of Duisburg-Essen
Daria Euler, University of Duisburg-Essen
Mathias Clemens Streicher, University of Innsbruck, Austria

Read More

Featured

How Incremental Theory Enhances or Reduces Charitable Giving

Alyssa Yoon, Korea University, Korea
Jongwon Park, Korea University, Korea

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.