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Journal of Business Ethics

Erschienen in:

23.02.2019 | Original Paper

Feeling Good by Doing Good: A Selfish Motivation for Ethical Choice

verfasst von: Remi Trudel, Jill Klein, Sankar Sen, Niraj Dawar

Erschienen in: Journal of Business Ethics | Ausgabe 1/2020

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Abstract

This paper examines the question of why consumers engage in ethical consumption. The authors draw on self-affirmation theory to propose that the choice of an ethical product serves a self-restorative function. Four experiments provide support for this assertion: a self-threat increases consumers’ choice of an ethical option, even when the alternative choice is objectively superior in quantity (Study 1) and product quality (Study 2). Further, restoring self-esteem through positive feedback eliminates this increase in ethical choice (Studies 2 and 3). As an additional test of the robustness of our results, a final study examined the effect of self-threat on choice in a field setting (Study 4). The findings indicate that ethical purchases are not just altruistic. They hold purposeful individual value and can help in the self-restorative process. Implications for managers making decisions regarding investment in ethical product features are discussed.

Vorheriger Artikel Ethos is Destiny: Organizational Values and Compliance in Corporate Governance

Nächster Artikel The Effects of Justice and Top Management Beliefs and Participation: An Exploratory Study in the Context of Digital Supply Chain Management

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Titel: Feeling Good by Doing Good: A Selfish Motivation for Ethical Choice
verfasst von: Remi Trudel
Jill Klein
Sankar Sen
Niraj Dawar
Publikationsdatum: 23.02.2019
Verlag: Springer Netherlands
Erschienen in: Journal of Business Ethics / Ausgabe 1/2020
Print ISSN: 0167-4544
Elektronische ISSN: 1573-0697
DOI: https://doi.org/10.1007/s10551-019-04121-y

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