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Reducing Ingroup Bias in Ethical Consumption: The Role of Construal Levels and Social Goodwill

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  • Costa Pinto, Diego
  • Borges, Adilson
  • Maurer Herter, Márcia
  • Boto Ferreira, Mário

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 (vs. outgroup) 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.

Suggested Citation

  • Costa Pinto, Diego & Borges, Adilson & Maurer Herter, Márcia & Boto Ferreira, Mário, 2020. "Reducing Ingroup Bias in Ethical Consumption: The Role of Construal Levels and Social Goodwill," Business Ethics Quarterly, Cambridge University Press, vol. 30(1), pages 31-63, January.
    • Handle: RePEc:cup:buetqu:v:30:y:2020:i:1:p:31-63_3
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    Cited by:

    1. Khan, Sarah & Abbas, Muhammad, 2023. "Interactive effects of consumers’ ethical beliefs and authenticity on ethical consumption and pro-environmental behaviors," Journal of Retailing and Consumer Services, Elsevier, vol. 71(C).
    2. Kirshner, Samuel N., 2024. "GPT and CLT: The impact of ChatGPT's level of abstraction on consumer recommendations," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    3. Yamoah, Fred A. & Yawson, David Eshun, 2022. "Promoting global well-being through fairtrade food: the role of international exposure," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 26(2), November.

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