Researches on relationship between consumers? attachments and behaviors

The paper aims for studying the relationship between consumers? attachment styles and consumers? behaviors, especially ethical consumption and conformity consumption. Based on combing the previous researches, studies conclude that: “secure attachment” people and their ethical behaviors are most positively related, and “ambivalent attachment” people and their moral behaviors take second. Meanwhile, “avoidant attachment” people and their moral behaviors are most negatively related, and “fearful attachment” people and their ethical behaviors take second. And “secure attachment” people will be easier to be affected by “informational social influence” aiming at obtaining knowledge; however “insecure attachment” people will be easier to be affected by “normative social influence” aiming at obtaining social supports. Of course, those propositions need further empirical research.