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Feeling Good by Doing Good: A Selfish Motivation for Ethical Choice

Author

Listed:
  • Remi Trudel

    (Boston University)

  • Jill Klein

    (Melbourne Business School
    University of Melbourne)

  • Sankar Sen

    (Baruch College CUNY
    Sasin Graduate Institute of Business Administration of Chulalongkorn University)

  • Niraj Dawar

    (University of Western Ontario)

Abstract

This paper examines the question of why consumers engage in ethical consumption. The authors draw on self-affirmation theory to propose that the choice of an ethical product serves a self-restorative function. Four experiments provide support for this assertion: a self-threat increases consumers’ choice of an ethical option, even when the alternative choice is objectively superior in quantity (Study 1) and product quality (Study 2). Further, restoring self-esteem through positive feedback eliminates this increase in ethical choice (Studies 2 and 3). As an additional test of the robustness of our results, a final study examined the effect of self-threat on choice in a field setting (Study 4). The findings indicate that ethical purchases are not just altruistic. They hold purposeful individual value and can help in the self-restorative process. Implications for managers making decisions regarding investment in ethical product features are discussed.

Suggested Citation

  • Remi Trudel & Jill Klein & Sankar Sen & Niraj Dawar, 2020. "Feeling Good by Doing Good: A Selfish Motivation for Ethical Choice," Journal of Business Ethics, Springer, vol. 166(1), pages 39-49, September.
    • Handle: RePEc:kap:jbuset:v:166:y:2020:i:1:d:10.1007_s10551-019-04121-y
    DOI: 10.1007/s10551-019-04121-y
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    References listed on IDEAS

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