n five studies, we measured the extent to which subjects weight moral product attributes in different response modes. We found that nonprice judgments such as likelihood of purchase ratings were more reflective of expressed moral attitudes than were pricing responses, and that holistic price...

Across four studies, including one involving an actual monetary decision, the authors demonstrate that forming a product consideration set by excluding versus including alternatives induces consumers to place more weight on ethical attributes, such as company labor practices and animal testing....

This research shows that consumers who willfully ignore ethical product attributes denigrate other, more ethical consumers who seek out and use this information in making purchase decisions. Across three studies, willfully ignorant consumers negatively judge ethical others they have never met...