Unveiling ethical product features: The importance of an elaborated information presentation

摘要: Abstract Despite growing consumer awareness of ethical consumption, market sales are not accordingly. Because the presentation appropriate product information may influence consumers to choose products, this paper analyses requirements necessary for successful communication features. Based on McGuire’s (1976) information-processing model, and a review current literature, information’s comprehensibility, meaningfulness, credibility investigated in an online survey US American citizens (n = 595) two categories representing Fast Moving Consumer Goods, durable goods. A generalized mixed logit model revealed that all three factors affect consumers’ choices. The more concerns about, or expertise in, organic production fair trade purchase expressed, less important their price sensibility they preferred comprehensive addendum credible sources (e.g., government certificate traceability). results strongly suggest advertisers marketers can customize communications order better engage both mass market, ethically oriented consumers.