Price-ethicality association: When price discounts inhibit ethical purchasing

扫码查看

原文链接

NETL
NSTL
Elsevier

外文摘要：© 2023 Elsevier Inc.The authors demonstrate that consumers form a robust association between price and ethicality, separate from the traditional price-quality association, which significantly influences their ethical purchase decisions. Grounded in compensatory inference theory and signaling theory, six studies reveal that when consumers encounter ethical products offered at discount prices, they perceive that the products cannot be genuinely ethical and avoid purchasing them. The adverse effect of discount prices on ethical consumption is explained by lower product ethicality perceptions and is prevalent among those who are more ethically minded. The final study shows that marketers can overcome the negative effects by including communications assuring consumers that the products are legitimately ethical, despite price discounts.

外文关键词：

Ethical mindsetPrice-ethicality associationPrice-quality associationPricingProduct ethicality

作者：

Ryoo Y.、Kim W.

展开 >

作者单位：

Department of Marketing Labovitz School of Business and Economics University of Minnesota Duluth

Charles H. Sandage Department of Advertising College of Media University of Illinois at Urbana-Champaign

出版年：

2023

DOI：

10.1016/j.jbusres.2023.114242

Journal of business research

ISSN：0148-2963

年,卷(期)：2023.169(Dec.)

被引量1
参考文献量154