The Price of Ethical Products

The Price of Ethical Products

Consumer‘s$Likelihood$to$engage$in$Ethical$Consumption$ Behavior?$

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INTRODUCTION*&*

RELEVANCE*OF*THE*TOPIC*

Excessive consumerism – Especially consumption of meat and dairy products

! _{Greatest burden on the environment} ! Intensive farming systems

! Negative impact on animal welfare

However, Ethical products have a relatively low market share.

Incongruency in behavior

o The Attitude)Behavior)Gap

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How$can$consumers$thus$be$persuaded$into$consuming$more$ethically?$

Gourville and,Koehler,(2004) have&found&out&that&consumers&are&generally&less&sensitive&to& changes&in&quantity&than&to&changes&in&price.&

Research$Question:

How$do$price$and$quantity$framing$of$meat$affect$a$consumer’s

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METHODOLOGY

STUDY-DESIGN-&-MANIPULATION-IV _{Price Quantity}

Product-A Product-B Product-A Product-B

Condition)1(Control)) €3,40 €5,15 500g 500g

Condition)2)(Low)quantity) €3,40 €3,40 500g 330g

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RESULTS(&(DISCUSSION((

Mediation

Analyses

Hypothesis 2 is partially supported

Perceived Value

• _{No significant mediating effect for either choice or preference}

Perceived Satisfaction

• _{Significant partial mediation for both choice and preference}

! Discrepancy between value and satisfaction

o Negative relationship between perceived price and satisfaction.

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RESULTS)&)DISCUSSION))

Atittude'Behavior Gap

! Manipulation simplified the decision@making and persuaded

consumers into acting more in line with their stated values.

Feelings of Wrongness and Difficulty

! Price and Quantity Framing did not reduce feelings regarding difficulty

and wrongness during the decision@making process.

Covariates

! In contrast to outlined literature, awareness not significant

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LIMITATIONS