Morality Matters in the Marketplace: The Influence of Morally Based Attitudes on Consumer Purchase Intentions

• In Event: 7.16 Consumer Well-Being, Sustainability and CSR

Short Abstract

In social psychology, morally based attitudes have been shown to strongly predict attitude-consistent behaviors. However, whether this basis predicts equally well in consumer research remains unanswered. Across five studies, we show that morally based attitudes are indeed a reliable predictor of consumer purchase intentions, even above other important factors.

Authors

• Andrew Luttrell, Ball State University

• Jacob Teeny, Ohio State University, USA

• Richard Petty, Ohio State University, USA