Research on Consumer Morality - Deepstash

Research on Consumer Morality

Research on Consumer Morality

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 previous studies assessed morality. As a result, a recent study tested a new way of consumer morality and found that morality does matter but that consumers interpret morality differently from researchers.

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