Anti-consumer ethics: What consumers will not do for ethical reasons

摘要

The exploratory study examines the intersection of anti-consumption and consumer ethics. It focuses on categories of products and services that consumers refuse to consume for moral or ethical reasons. We asked 292 respondents to indicate a product or service that they choose not to buy for ethical or moral reasons and what those reasons are. Harm was a significant determinant of these consumer's decisions not to buy. Reasons tended to be more of a micro, individualistic nature and usually did not reflect macro, societal level concerns. These results suggest that consumers are interested more in avoiding unethical behavior than in shopping for a better world. Managers should, therefore, make sure that their products are not seen as unethical.