IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v169y2023ics014829632300601x.html
   My bibliography  Save this article

Price-ethicality association: When price discounts inhibit ethical purchasing

Author

Listed:
  • Ryoo, Yuhosua
  • Kim, WooJin

Abstract

The authors demonstrate that consumers form a robust association between price and ethicality, separate from the traditional price-quality association, which significantly influences their ethical purchase decisions. Grounded in compensatory inference theory and signaling theory, six studies reveal that when consumers encounter ethical products offered at discount prices, they perceive that the products cannot be genuinely ethical and avoid purchasing them. The adverse effect of discount prices on ethical consumption is explained by lower product ethicality perceptions and is prevalent among those who are more ethically minded. The final study shows that marketers can overcome the negative effects by including communications assuring consumers that the products are legitimately ethical, despite price discounts.

Suggested Citation

  • Ryoo, Yuhosua & Kim, WooJin, 2023. "Price-ethicality association: When price discounts inhibit ethical purchasing," Journal of Business Research, Elsevier, vol. 169(C).
    • Handle: RePEc:eee:jbrese:v:169:y:2023:i:c:s014829632300601x
    DOI: 10.1016/j.jbusres.2023.114242
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S014829632300601X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2023.114242?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:169:y:2023:i:c:s014829632300601x. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.