This research investigates how contextual factors affect unethicality assessment of products. The research is conducted in the context of gifts and compares interpersonal gifts and self-gifts by examining individuals’ reactions in front of unethical gifts. Five experiments investigate how individuals assess product unethicality differently, depending on the source of the gift, being the Self or a gifter. This research employs attribution theory to explain the differences between IGs and SGs and identify psychological distance as a boundary condition for the effect.

ABSTRACT:Business ethics research has long been interested in understanding the conditions under which ethical consumption is consistent versus context-dependent. Extant research suggests that many consumers fail to make consistent ethical consumption decisions and tend to engage in ethical decisions associated with ingroup identity cues. To fill this gap, four experiments examine how construal levels moderate the influence of ingroup versus outgroup identity cues in ethical consumption. The studies support the contention that when consumers use concrete construal to process information, they (...) will focus on ingroup cues and make ethical consumption decisions that are aligned with ingroup biases. However, when consumers use abstract construal, they will act more consistently with their inner goals rather than focusing on ingroup and outgroup cues. Social goodwill, which indicates desires to give back to society, is identified as mediating the effects. The findings have important implications for ethical consumption and social influence literature. (shrink)