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.


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.


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


E - European Advances in Consumer Research Volume 7 | 2005

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