Gratitude: A catalyst for encouraging consumer ethics

Firms desire ethical consumers, as unethical consumer behavior can adversely affect a firm’s bottom line. We theorize and empirically examine how trait and state gratitude influence consumer ethics, above and beyond traditional mechanisms (e.g., mindfulness). Using diverse methodologies, samples, and operationalizations of consumer ethics across four studies, this work demonstrates gratitude’s ability to motivate consumer ethics out of concern for others. Study 1 utilizes survey methodology and reveals trait gratitude’s linkage to consumer ethics through concern for others. Next, using an experiment to measure actual ethical choices, Study 2 shows that consumers scoring higher on trait gratitude prefer ethical brands, which is mediated by a concern for others. Then, using scenario-based experiments to examine state gratitude, Studies 3a and 3b demonstrate that firms can encourage ethical consumer behavior by eliciting consumer gratitude and, in turn, a concern for others. Collectively, empirical evidence suggests gratitude’s powerful influence on consumer ethics.