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2022 | OriginalPaper | Chapter

Is Ethical Consumption Intuitive? A Comparative Study on Food, Cosmetic and Clothes Markets

Authors : Stéphanie Montmasson, Sandrine Hollet-Haudebert, Brigitte Muller

Published in: Celebrating the Past and Future of Marketing and Discovery with Social Impact

Publisher: Springer International Publishing

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Abstract

For decades, marketing research in ethical consumption has been facing the gap between attitude and behavior of the ethical consumer. This topic has been explored mainly through a rational and cognitive approach. We intend to develop a new approach with the socio-intuitionist psychological model on three different markets: food, cosmetics and clothes. These three markets are interesting from a sociological and marketing view. Based on an online panel composed of 1080 consumers, structural equation modeling is used to analyze intuitive judgments and ethical concerns. Our results indicate that inferential intuition significantly predicts the ethical reasoning, which in turn significantly influence the purchase and the attention paid to the ecological and social commitments of the chosen products of ethical consumption behavior. The effects are however different according the three markets we analyzed, suggesting that marketing managers should focus on non-rational influences such as inferential and emotional intuition to effectively promote ethical consumption.

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Title: Is Ethical Consumption Intuitive? A Comparative Study on Food, Cosmetic and Clothes Markets
Authors: Stéphanie Montmasson
Sandrine Hollet-Haudebert
Brigitte Muller
Publisher: Springer International Publishing
Book: Celebrating the Past and Future of Marketing and Discovery with Social Impact
Print ISBN: 978-3-030-95345-4

Electronic ISBN: 978-3-030-95346-1

Copyright Year: 2022
DOI: https://doi.org/10.1007/978-3-030-95346-1_47