Communication Dans Un Congrès Année : 2020

Understanding the central role of ambivalence in ethical consumption behaviors

Résumé

Consumers demand ethical commitments from companies but remain suspicious of those that tout ‘ethical’ products. Existing studies mainly examine the role of ambivalence on proenvironmental behavior. Given the multiple challenges of our time (engendered species, poverty, etc.), research on ambivalence needs expand to consumer ethicality. This study attempts to address this neglected area by examining the relationships between ambivalence and individual constructs (consumer skepticism and ethical sensitivity), and consumers’ corporate perception constructs (brand ethicality and greenwashing). Based on a model of structural equations, study 1 shows that skepticism toward advertising of ethical products amplifies ambivalence, which reduces the willingness to adopt ethical consumption behaviors. Study 2 shows that a high level of information in advertising increases the perceived ethicality of the brand and reduces ambivalence. Study 3 shows that perceived credibility (greenwashing) is lower for an ethical sub-brand of an existing brand than for a new one.

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Dates et versions

hal-04912290 , version 1 (26-01-2025)

Identifiants

  • HAL Id : hal-04912290 , version 1

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Jean-François Toti, Andrea Milena Sánchez Romero. Understanding the central role of ambivalence in ethical consumption behaviors. 37ème Congrès International de l’Association Française du Marketing, May 2020, E-congrès, France. ⟨hal-04912290⟩
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