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Taking a closer look: Reasserting the role of self-accountability in ethical consumption

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  • Tran, Thi Thanh Huong
  • Paparoidamis, Nicholas G.

Abstract

Recent studies have repeatedly reported the frustrating intention–behavior gap in which consumers do not “walk their talk” in the ethical consumption context. Peloza, White, and Jingzhi (2013) find that heightening consumers’ self-accountability enhances their preferences for products positioned using ethical attributes. This study replicates, refines, and extends the original work of Peloza et al. (2013) in three ways. We challenge the findings of Peloza et al. (2013) (1) with more representative samples (i.e., real consumers), (2) with online and field experimental approaches, and (3) across different national cultures (collectivistic vs. individualistic) and product types (utilitarian vs. hedonic). Moreover, this study advances the previous research by identifying specific advertisement design factors (i.e., color and message framing) and contextual factors (i.e., product category characteristics) as boundary conditions of the self-accountability effect on consumers’ responses to products promoted using ethical appeals.

Suggested Citation

  • Tran, Thi Thanh Huong & Paparoidamis, Nicholas G., 2021. "Taking a closer look: Reasserting the role of self-accountability in ethical consumption," Journal of Business Research, Elsevier, vol. 126(C), pages 542-555.
    • Handle: RePEc:eee:jbrese:v:126:y:2021:i:c:p:542-555
    DOI: 10.1016/j.jbusres.2019.11.087
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    Cited by:

    1. Loebnitz, Natascha & Frank, Phillip & Otterbring, Tobias, 2022. "Stairway to organic heaven: The impact of social and temporal distance in print ads," Journal of Business Research, Elsevier, vol. 139(C), pages 1044-1057.
    2. Dai, Jiatong & Gong, Siyu, 2024. "Sustainable messaging strategies and consumer food waste: The congruence effect between message framing and state anxiety," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    3. Kutaula, Smirti & Gillani, Alvina & Leonidou, Leonidas C. & Christodoulides, Paul, 2022. "Integrating fair trade with circular economy: Personality traits, consumer engagement, and ethically-minded behavior," Journal of Business Research, Elsevier, vol. 144(C), pages 1087-1102.

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