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5 - Marketplace Morality

from 1 - Consumer Psychology of Individuals

Published online by Cambridge University Press:  30 March 2023

By
Saerom Lee  and
Karen Page Winterich
Edited by
Cait Lamberton ,
Derek D. Rucker  and
Stephen A. Spiller
Cait Lamberton
Affiliation:
Wharton School, University of Pennsylvania
Derek D. Rucker
Affiliation:
Kellogg School, Northwestern University, Illinois
Stephen A. Spiller
Affiliation:
Anderson School, University of California, Los Angeles
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Summary

Consumers are placing increasing importance on morality in the perceived costs and benefits of a marketplace transaction. This chapter considers the moral decisions consumers make, focusing on three key areas of marketplace morality: (1) how company morality or immorality influences consumer perceptions and decisions, (2) how consumers’ morality is expressed in their prosocial and sustainable decisions, and (3) how consumers’ immorality influences companies and other consumers. Finally, we identify areas for future research that we hope will lead to advancement of the literature on marketplace morality.

Keywords

consumer moralitycause marketingbrand purposeconsumer ethicsmarketing ethicsconsumer psychology
Type
Chapter
Information
The Cambridge Handbook of Consumer Psychology , pp. 122 - 150
Publisher: Cambridge University Press
Print publication year: 2023

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