Is Ethical Consumption Intuitive? A Comparative Study on Food, Cosmetic and Clothes Markets

EasyChair Preprint 6036

Abstract

For decades, marketing research in ethical consumption has been facing the gap between attitude and behavior of the ethical consumer. This topic has been explored mainly through a rational and cognitive approach. We intend to develop a new approach with the socio-intuitionist psychological model on three different markets: food, cosmetics and clothes. These three markets are interesting from a sociological and marketing view. Based on an online panel composed of 1080 consumers, structural equation modeling is used to analyze intuitive judgments and ethical concerns. Our results indicate that inferential intuition significantly predicts the ethical reasoning, which in turn significantly influence the purchase and the attention paid to the ecological and social commitments of the chosen products of ethical consumption behavior. The effects are however different according the three markets we analyzed, suggesting that marketing managers should focus on non-rational influences such as inferential and emotional intuition to effectively promote ethical consumption.

Keyphrases: Cosmetics, Moral Intuitions and Reasoning, clothes, ethical consumption, food

@booklet{EasyChair:6036,
  author    = {Stéphanie Montmasson and Sandrine Hollet-Haudebert and Brigitte Muller},
  title     = {Is Ethical Consumption Intuitive?  A Comparative Study on Food, Cosmetic and Clothes Markets},
  howpublished = {EasyChair Preprint 6036},
  year      = {EasyChair, 2021}}