Ethical Consumer Behavior in (Un-)Fair Markets: Fair Market Ideology As Moderator of the Effect of Ethical Cues on Ethical Consumer Behavior
Two studies show that the effect of ethical cues on ethical consumer behavior is moderated by the perception of market fairness. If consumers perceive markets to be fair (versus unfair), ethical cues about companies (e.g., if a company acts socially responsible) are more (less) strongly reflected in their consumer behavior.
Anna Jasinenko, Fabian Christandl, and Timo Meynhardt (2018) ,"Ethical Consumer Behavior in (Un-)Fair Markets: Fair Market Ideology As Moderator of the Effect of Ethical Cues on Ethical Consumer Behavior ", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 284-284.
Anna Jasinenko, HHL - Leipzig Graduate School of Management, Germany
Fabian Christandl, Fresenius University of Applied Sciences, Germany
Timo Meynhardt, HHL - Leipzig Graduate School of Management, Germany
E - European Advances in Consumer Research Volume 11 | 2018
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