The influence of contrasting values on consumer receptiveness to ethical information and ethical choices

摘要: Abstract Ethical consumption is more likely when consumers are receptive to ethical product information and consider such making purchasing decisions. Building on communication theory, we develop test a framework illustrating how different consumer values induce contrasting effects consumers' willingness choose products through affecting receptiveness information. We present an online survey with 590 US consumers, which was analyzed covariance-based structural equation modeling (CB-SEM). Results show that altruistic biospheric increase via trust in advertising purchase decision involvement. In contrast, egoistic reduce involvement, ultimately products. Thus, illustrate the mechanisms take effect. discussed light of theoretical managerial implications reemphasize need for better adaptation marketing individual characteristics.