Yes, Consumers Care if Your Product Is Ethical - Deepstash

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KELLOGG.NORTHWESTERN

Yes, Consumers Care if Your Product Is Ethical

Yes, Consumers Care if Your Product Is Ethical

insight.kellogg.northwestern.edu

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Research on Consumer Morality

Some studies show that people want to believe that the products they buy support their values. Other studies found the opposite and even dismissed the idea of the ethical consumer.

However, a review of existing research on consumer morality identified weaknesses in how prev...

An attitude-based approach makes it possible to identify what consumers view as a moral decision or not.

Research found that getting people to self-perceive their own attitudes about a product based on morality makes them more likely to purchase it. Further...

Consumers care about morality and reliably act on it. Positioning products in ways that support a consumer's sense of morality may potentially be an effective form of motivating consumer behaviour.

Research shows that people hold morally based attitudes towards many unlikel...

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