Doing Good in the Luxury Store: Prestigious Store Atmosphere Increases the Purchase of Ethical Products

Across three studies, we find that prestigious store atmosphere increases willingness to buy ethical products. We propose that this is the case because the positive store image helps consumers reconcile the ambiguity associated with ethical products. Consequently, consumers perceive the ethical product as superior, increasing their willingness to buy ethically.


Francine E. Petersen, Cara de Boer, and Siegfried Dewitte (2019) ,"Doing Good in the Luxury Store: Prestigious Store Atmosphere Increases the Purchase of Ethical Products", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 807-808.


Francine E. Petersen, HEC Lausanne, Switzerland
Cara de Boer, Mpiris
Siegfried Dewitte, Katholieke University Leuven, Belgium


NA - Advances in Consumer Research Volume 47 | 2019

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