Brekke, Kjell Arne; Kipperberg, Gorm; Nyborg, Karine - In: Land Economics 86 (2010) 4
Duty-orientation implies a warm glow of giving as well as a cold shiver of not giving enough. If duty-oriented consumers learn their moral responsibility by observing others’ behavior, social interaction in contribution behavior arises. However, since moral responsibility is a burden,...