Product Ethicality Dilemma: Consumer Reactions to 'Disgusting' Recycled Products
We demonstrate that disgust associated with recycled products decreases product ethicality perceptions and attitudes. Interestingly, although individuals low in moral identity internalization perceive ‘non-disgusting’ recycled product and ‘disgusting’ recycled products as equally ethical, individuals high in moral identity internalization perceive ‘non-disgusting’ recycled products as more ethical than ‘disgusting’ recycled products.
Citation:
Berna Basar and Sankar Sen (2018) ,"Product Ethicality Dilemma: Consumer Reactions to 'Disgusting' Recycled Products", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 473-475.
Authors
Berna Basar, Baruch College, USA
Sankar Sen, Baruch College, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
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