Purpose The purpose of the study is to probe millennials on their perceptions towards consumer ethics and to generate new insights in the realm of consumer behaviour. Millennials constitute a big fraction of the total consumer base with immense buying power. Therefore, the exploration of the ethical perspective of millennials is of vital importance for organizations. Design/methodology/approach The study applies a grounded theory approach to explore the subjective experiences of consumers and draws insights from the data following an interpretivist epistemology. (...) Findings The findings revealed five prominent themes that throw light on the consumer’s ethical orientations. The findings extend Hunt Vettel’s theoretical framework and ethical relativism. Research limitations/implications This research is limited by the small sample of millennials studied. Practical implications The paper advances the Hunt Vittel theoretical framework of ethics and provides insights into the deontological and teleological evaluations of millennials while making ethical decisions. The study adds to the existing research on millennials materialism and ethical orientation. The organizations get an insight into the ethical perceptions of millennials. The findings reinforce the consumer’s perceived importance of adoption of green practices by the organizations. The organization’s investment in green practices precipitate a favourable image of the organization among the millennials. Originality/value Literature in ethics is replete with studies adopting positivist methodologies. This paper is unique as it shuns the methodological bias and adopts a grounded theory approach to study new age digitally savvy millennial consumers. (shrink)

The environmentally friendly or ‘sustainable’ products have been launched in various markets in response to the growing concerns for the environmental deterioration and the alarming effects of climate change in past years. However, the uptake of green products does not seem to fully reflect the self-claimed pro-environmental concerns and attitudes. Consumers who profess to be environmentally conscious and believe they could help slow down environmental deterioration do not necessarily purchase eco-friendly products. This discrepancy between behaviour and attitude has been termed (...) as ‘intention-behaviour gap’ or ‘green gap’. This study aims at exploring the green gap in the purchases of high-involvement products such as skincare products. Focus groups and thematic analysis were conducted. It was found that environmental concern was virtually non-existent in making purchase decisions with regard to skincare products because the perceived product effectiveness is found to be the key determinant of the choice of skincare products. Other factors such as weak social norm, weak perceived consumer effectiveness, and a sense of powerlessness facing the environment degradation, to some degree, attribute to the consumers’ justification of their non-green consumption practices. Implications for closing the gap have been drawn for marketing practitioners and policy makers. Directions for future research are also provided. (shrink)

The challenge of convincing people to change their eating habits towards more environmentally sustainable food consumption (ESFC) patterns is becoming increasingly pressing. Food preferences, choices and eating habits are notoriously hard to change as they are a central aspect of people’s lifestyles and their socio-cultural environment. Many people already hold positive attitudes towards sustainable food, but the notable gap between favorable attitudes and actual purchase and consumption of more sustainable food products remains to be bridged. The current work aims to (...) 1) present a comprehensive theoretical framework for future research on ESFC, and 2) highlight behavioral solutions for environmental challenges in the food domain from an interdisciplinary perspective. First, starting from the premise that food consumption is deliberately or unintentionally directed at attaining goals, a goal-directed framework for understanding and influencing ESFC is built. To engage in goal-directed behavior, people typically go through a series of sequential steps. The proposed theoretical framework makes explicit the sequential steps or hurdles that need to be taken for consumers to engage in ESFC. Consumers need to positively value the environment, discern a discrepancy between the desired versus the actual state of the environment, opt for action to reduce the experienced discrepancy, intend to engage in behavior that is expected to bring them closer to the desired end state, and act in accordance with their intention. Second, a critical review of the literature on mechanisms that underlie and explain ESFC (or the lack thereof) in high-income countries is presented and integrated into the goal-directed framework. This contribution thus combines a top-down conceptualization with a bottom-up literature review; it identifies and discusses factors that might hold people back from ESFC and interventions that might promote ESFC; and it reveals knowledge gaps as well as insights on how to encourage both short- and long-term ESFC by confronting extant literature with the theoretical framework. Altogether, the analysis yields a set of 33 future research questions in the interdisciplinary food domain that deserve to be addressed with the aim of fostering ESFC in the short and long term. (shrink)

The debate around ethical consumption is often characterised by discussion of its numerous failures arising from complexity in perceived trade-offs. In response, this paper advances a pragmatist understanding of the role and nature of trade-offs in ethical consumption. In doing so, it draws on the central roles of values and value in consumption and pragmatist philosophical thought, and proposes a critique of the ethical consumer as rational maximiser and the cognitive and utilitarian discourse of individual trade-offs to understand how sustainable (...) consumption practices are established and maintained. An in-depth qualitative study is conducted employing phenomenological interviews and hermeneutic analysis to explore the consumption stories of a group of ethically minded consumers. The research uncovers the location of value within a fluid, yet habitual, plurality of patterns, preferences, morals, identities and relationships. Its contribution is to propose that consumer perception of value in moral judgements is represented by an overall form of aggregate personal advantage, which lacks conscious reflection and delivers a phenomenological form of value rooted in habits, reflecting a pragmatist representation of value unified as a ‘consummatory experience’. (shrink)

A growing body of business ethics research has shown that firms are beginning to embrace the lesbian, gay, bisexual, and transgender (LGBT) community with internal organizational policies and temporary activism activities. Despite these positive developments, little research has examined firms’ LGBT inclusion strategy at the product level and whether adding LGBT representation to products helps, hurts, or has no impact on corporate products’ market performance. Prior studies have examined LGBT-themed and LGBT-vague representations and identified limitations of both. The current research (...) presents an alternative LGBT-inclusive representation in which heterosexual and LGBT imagery are both presented, with the former receiving more exposure than the latter. A secondary analysis of 4216 movies and a controlled experiment reveal converging evidence: movies with LGBT-inclusive representation outperform those with no LGBT representation or with LGBT-themed representation. The superiority of LGBT-inclusive representation comes from its ability to appeal to consumer segments holding favorable and unfavorable LGBT attitudes. While cultural and entertainment products often play profound roles in changing society’s ethical standards and moral attitudes, they are rarely studied in the business ethics literature. Our findings fill this gap while answering a multimillion-dollar question for the entertainment industry. (shrink)

Selling fair-trade products can be problematic because of their higher price when compared with conventional alternatives. We propose that one way to solve this problem is to make consumers aware of the benefits of fair-trade. To this end, we perform three experimental studies to show that partitioned pricing (PP), which explicitly displays fair-trade as a separate price component, increases consumers’ purchase intention toward the fair-trade product. This effect can be explained by increased perceptions of price fairness, which itself is mediated (...) through transparency (but only if an additional verbal justification of the fair-trade price component is present). In the absence of such a verbal justification, recalled prices instead of transparency explain the positive effect of PP on consumers’ purchase intentions. Interestingly, boundary conditions of this effect barely exist. Our incentive-aligned study illustrates that PP is associated with a 20% increase in purchases of fair-trade products. The results demonstrate an opportunity to increase the market share of fair-trade products, which increases social welfare and sustainability. (shrink)

We examined the subjective experiences of young environmentalists who engage in green consumption practices from the theoretical lens of Warde’s :131–153, 2005) practice theory. Data were gathered through 21 photo-elicited, in-depth interviews with young environmentalists. Based on our findings, we postulated a theoretical framework to understand green consumption practices among our informants as a process with three interrelated phases: green credibility seeking, green procurement and prosumption, and green whispers. This inductive investigation revealed various symbolic meanings of green consumption that are (...) instrumental in effectively engaging in green consumption practice and are widely shared among our informants. Our investigation extends the existing literature on green consumption with an alternative theoretical perspective and provides managers with insights into the motivations and practices of green consumers. (shrink)

We examine the role of socio-demographic factors on consumers’ pro-environmental behavior (PEB)–a subset of ethical behavior and analyze its implications in an emerging market, with a sample study from India. Multivariate analysis of variance (MANOVA) was performed as research method. Results show that males display higher PEB than their female counterparts. Married consumers score more on PEB than single. Mid-age consumers (36–50) also score high on PEB than young and old-age consumers. Furthermore, highly educated consumers are more pro-environmentalist than graduates (...) and post-graduates. The novelty of this study is that centers on the use of demographic variables interactively in order to form microsegments. For instance, married men score more on PEB scale than unmarried men and women and prefer green channels even more (i.e., public transportation). On the contrary, unmarried women display no hesitation in paying more for energy-efficient goods compared to married men and unmarried men. Marketers may aim in setting such PEBs as the moral standards among consumers being an easily identifiable segment as their prime target. (shrink)

Providing people with information is considered an important first step in encouraging them to behave sustainably as it influences their consumption beliefs, attitudes and intentions. However, too much information can also complicate these processes and negatively affect behaviour. This is exacerbated when people have accepted the need to live a more sustainable lifestyle and attempt to enact its principles. Drawing on interview data with people committed to sustainability, we identify the contentious role of knowledge in further disrupting sustainable consumption ideals. (...) Here, knowledge is more than just information; it is familiarity and expertise or how information is acted upon. We find that more knowledge represents a source of dilemma, tension and paralysis. Our data reveal a dark side to people’s knowledge, leading to a ‘self-inflicted sustainable consumption paradox’ in their attempts to lead a sustainable consumption lifestyle. Implications for policy interventions are discussed. (shrink)