A Framework for the Consumer Psychology of Morality in the Marketplace

Campbell, Matthew; Winterich, Karen Page

doi:10.1002/jcpy.1038

Cited by 70 publications

(47 citation statements)

References 51 publications

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“…Our first challenge to sustainable consumer behavior is that consumers often perceive such actions as having some cost to the self, such as increased effort, increased cost, inferior quality, or inferior aesthetics (Luchs and Kumar 2017). At the same time, sustainable consumer behaviors lead to positive environmental and social impacts that are external to the self (Campbell and Winterich 2018). Thus, although the traditional view of consumer behavior holds that consumers will choose and use products and services in ways that satisfy their own wants and needs (Solomon, White, and Dahl 2017), views of sustainable consumer behaviors often imply putting aside wants that are relevant to the self and prioritizing and valuing entities that are outside of the self (e.g., other people, the environment, future generations, etc.…”

Section: Theoretical Implications and Directions For Future Researchmentioning

confidence: 99%

How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework

White¹,

Habib²,

Hardisty³

2019

Journal of Marketing

1,173

915

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Highlighting the important role of marketing in encouraging sustainable consumption, the current research presents a review of the academic literature from marketing and behavioral science that examines the most effective ways to shift consumer behaviors to be more sustainable. In the process of the review, the authors develop a comprehensive framework for conceptualizing and encouraging sustainable consumer behavior change. The framework is represented by the acronym SHIFT, and it proposes that consumers are more inclined to engage in pro-environmental behaviors when the message or context leverages the following psychological factors: Social influence, Habit formation, Individual self, Feelings and cognition, and Tangibility. The authors also identify five broad challenges to encouraging sustainable behaviors and use these to develop novel theoretical propositions and directions for future research. Finally, the authors outline how practitioners aiming to encourage sustainable consumer behaviors can use this framework.

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Section: Theoretical Implications and Directions For Future Researchmentioning

confidence: 99%

How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework

White¹,

Habib²,

Hardisty³

2019

Journal of Marketing

1,173

915

View full text Add to dashboard Cite

show abstract

“…We question the robustness of the sustainabilityliability effect and identify scenarios in which sustainability is likely to have the opposite effect, strengthening rather than weakening consumers' product performance beliefs. Building on the research in the domain of moral cognition and moral reasoning (Baron, 1993;Campbell & Winterich, 2018;Greene, 2013;Haidt, 2001), we argue that sustainability is likely to produce a halo effect stemming from consumers' view of the company as a moral agent engaged in a prosocial behavior and that this effect can attenuate and even override the negative impact of compensatory inferences underlying consumers' belief that sustainability comes at the expense of performance.…”

mentioning

confidence: 93%

When Sustainability is Not a Liability: The Halo Effect of Marketplace Morality

Chernev¹,

Blair

2020

J Consum Psychol

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Prior research has suggested that consumers believe that products made using sustainable, environmentally friendly technologies are likely to underperform those made using traditional methods. We question the robustness of this assumption and identify scenarios in which sustainability is likely to have the opposite effect, strengthening rather than weakening consumers' product performance beliefs. Specifically, we argue that sustainability is likely to produce a halo effect able to attenuate and even override the negative impact of compensatory inferences underlying consumers' belief that sustainability comes at the expense of performance. We propose that this halo effect stems from consumers' view of the company as a moral agent engaged in a prosocial behavior. In this context, we identify two factors that are likely to influence the strength of the halo effect: the degree to which consumers view the company as a moral agent whose actions aim to benefit society and the degree to which moral concerns are prominent in consumers' minds. Following this line of reasoning, we identify two ways in which managers can increase the perceived performance of sustainable products: by associating sustainable benefits with the company rather than with its products and by emphasizing the societal benefits of sustainability. We test these predictions in a series of four empirical studies that show convergent evidence for our theorizing. Our findings have important public policy implications, documenting actionable strategies that managers can use to mitigate the potential negative impact of sustainability and strengthen the perceived performance of sustainable products.

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“…However, when a “zero-cost” item is offered, a transactional mentality (market exchange) is transformed to one of social etiquette [35]. The consumer perceives this as a social exchange now and becomes less likely to abuse goodwill [3536]. These nuances might have explained why TFC has been largely spared from buffeting.…”

Section: Discussionmentioning

confidence: 99%

Special care dentistry in a charity clinic: Demographic analysis and barriers to care in Singapore

Lim

2019

Tzu Chi Med J

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Objective:Geriatric and special care dentistry (GSD) aims to improve oral health of seniors or adults disabilities facing barriers to care. This is coherent with the philosophy of “compassion relief.” Tzu Chi Singapore's Free Clinic exemplifies this through promoting health via various avenues to reach out. This article aims to provide a demographic analysis of patients with special care needs (PSCN), including age, gender, race, medical diagnoses, and treatment rendered. The patients were appraised on their complexity with the British Dental Association case mix model.Materials and Methods:PSCN seen by a dentist in Tzu Chi Singapore from November 2016 to December 2017 were recorded. The profiling of patients was done retrospectively.Results:Fifty-five dental PSCN were treated over 82 visits. 58.2% were seen in the free clinic, 27.3% in nursing homes, and 14.5% in oral health day programs for adults with intellectual disability. Their average age was 61.2 years, and the clinic was attended by patients of different races. Their medical profiles were grouped into seven categories, and the average case mix total banded score was 21.6, indicating that the average patient had “severe complexity”. A few themes relevant to Singapore were discussed, such as specialist GSD clinics, accessing dental services, socioeconomic status, state versus charity healthcare, and provision of future GSD services.Conclusions:Charity dental services such as free clinic can capture a niche of complex patients who may become marginalized in an established public healthcare.

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A Framework for the Consumer Psychology of Morality in the Marketplace

Abstract: This article is part of the issue “Marketplace Morality”

Cited by 70 publications

References 51 publications

How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework

How to SHIFT Consumer Behaviors to be More Sustainable: A Literature Review and Guiding Framework

When Sustainability is Not a Liability: The Halo Effect of Marketplace Morality

Special care dentistry in a charity clinic: Demographic analysis and barriers to care in Singapore

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