What Goes Around Comes Around: Belief in Karma Predicts Ethical Consumption
Consumers with higher beliefs in karma are more likely to engage in ethical consumption by supporting ethical brands and rejecting unethical brands. This link is partly explained by a belief that the unethical brand’s immorality transfers to consumers who support the unethical brand.
Citation:
Summer Kim and Jessica Li (2021) ,"What Goes Around Comes Around: Belief in Karma Predicts Ethical Consumption", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 925-925.
Authors
Summer Kim, University of Kansas
Jessica Li, University of Kansas
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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