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The Ethical Attribute Stigma: Understanding When Ethical Attributes Improve Consumer Responses to Product Evaluations

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  • H. Bodur
  • Ting Gao
  • Bianca Grohmann

Abstract

Although several articles have investigated ethical product attributes, earlier research has not empirically examined different benefits offered by ethical attributes (i.e., symbolic or utilitarian benefits). This study demonstrates that ethical attributes have functional benefits as well as symbolic benefits. More importantly, when the ethical attribute benefit is congruent with the product category benefit, ethical attributes improve product evaluations. In addition, products with a higher degree of physical contact with consumers are affected more positively by benefit congruity of ethical attributes. For products with lower degree of physical contact, benefit congruity of ethical attributes still has a positive impact, but not for consumers who have strong price–quality beliefs. Copyright Springer Science+Business Media Dordrecht 2014

Suggested Citation

  • H. Bodur & Ting Gao & Bianca Grohmann, 2014. "The Ethical Attribute Stigma: Understanding When Ethical Attributes Improve Consumer Responses to Product Evaluations," Journal of Business Ethics, Springer, vol. 122(1), pages 167-177, June.
    • Handle: RePEc:kap:jbuset:v:122:y:2014:i:1:p:167-177
    DOI: 10.1007/s10551-013-1764-5
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    2. Katja H. Brunk & Cara Boer, 2020. "How do Consumers Reconcile Positive and Negative CSR-Related Information to Form an Ethical Brand Perception? A Mixed Method Inquiry," Journal of Business Ethics, Springer, vol. 161(2), pages 443-458, January.
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    4. Vera Herédia-Colaço & Rita Coelho do Vale, 2018. "Seize the Day or Save the World? The Importance of Ethical Claims and Product Nature Congruity," Journal of Business Ethics, Springer, vol. 152(3), pages 783-801, October.
    5. Kharis Kurnianto & Setyo Aji Nugroho & Jati Tri Priyambodo, 2018. "Influence of Products, Premium Pricing, and Service processes On Customer Satisfaction of Pt Asuransi Jiwa Taspen 2014-2018 Period," International Review of Management and Marketing, Econjournals, vol. 8(6), pages 62-66.
    6. Rahayu Lestari & Lisa Amelia & Alvin Hizrian, 2018. "Determinants Customer Satisfaction and Implications of Interest in Buying Repeated Types of Buyers in Food Vendors Street Vendors (PMKL) in Tangerang Selatan-Banten," International Review of Management and Marketing, Econjournals, vol. 8(4), pages 24-31.
    7. Bodur, H. Onur & Tofighi, Maryam & Grohmann, Bianca, 2016. "When Should Private Label Brands Endorse Ethical Attributes?," Journal of Retailing, Elsevier, vol. 92(2), pages 204-217.

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