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...

This research examines the moderating influence of the extent to which a brand's social initiatives are integrated into its competitive positioning (i.e., a CSR positioning) on consumer reactions to CSR. We find that positive CSR beliefs held by consumers are associated not only with greater...

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...