Can “Real” Men Consume Ethically? How Ethical Consumption Leads to Unintended Observer Inference

Consumers often intend to create a socially responsible identity by consuming ethically. Observers, however, do not limit their inferences to the specific identity consumers intend to project. To illustrate, we examine how observers make inferences about consumers on the basis of their ethical consu...

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Bibliographic Details
Authors: Shang, Jingzhi (Author) ; Peloza, John (Author)
Format: Electronic Article
Language:English
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Published: Springer 2016
In: Journal of business ethics
Year: 2016, Volume: 139, Issue: 1, Pages: 129-145
Further subjects:B Inference making
B Impression Management
B Ethical consumption
B socially responsible
B Gender role orientation
Online Access: Volltext (JSTOR)
Volltext (lizenzpflichtig)

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