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The Influence of Contrasting Values on Consumer Receptiveness to Ethical Information and Ethical Choices

Osburg, V., Akhtar, Pervaiz, Yoganathan, V., McLeay, F. (2019) The Influence of Contrasting Values on Consumer Receptiveness to Ethical Information and Ethical Choices. Journal of Business Research, 104 . pp. 366-379. ISSN 0148-2963. (doi:10.1016/j.jbusres.2019.07.022) (KAR id:75465)

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Ethical consumption is more likely when consumers are receptive to ethical product information and consider such information when making purchasing decisions. Building on communication theory, we develop and test a framework illustrating how different consumer values induce contrasting effects on consumers’ willingness to choose ethical products through affecting consumer receptiveness to ethical product nformation.

We present an online survey with 590 US consumers, which was analyzed with covariancebased structural equation modeling (CB-SEM). Results show that altruistic and biospheric consumer values increase consumers’ willingness to choose ethical products via trust in ethical advertising and ethical purchase decision involvement. In contrast, egoistic consumer values reduce ethical purchase decision involvement, and ultimately consumers’ willingness to choose ethical products. Thus, we illustrate the mechanisms through which contrasting values take effect. Results are discussed in light of theoretical and managerial implications and reemphasize the need for better adaptation of ethical marketing to individual consumer characteristics.

Item Type: Article
DOI/Identification number: 10.1016/j.jbusres.2019.07.022
Uncontrolled keywords: Ethical consumption, ethical advertising, consumer values, advertising trust, purchase decision involvement, sustainability marketing
Divisions: Divisions > Kent Business School - Division > Kent Business School (do not use)
Depositing User: Pervaiz Akhtar
Date Deposited: 19 Jul 2019 11:36 UTC
Last Modified: 16 Feb 2021 14:06 UTC
Resource URI: (The current URI for this page, for reference purposes)
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