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...

We demonstrate that the feeling of disgust associated with recycled products decreases product ethicality perceptions and attitudes. Interestingly, although individuals low in moral identity internalization perceive ‘non-disgusting’ recycled products and ‘disgusting’ recycled products as...