Volume 3, 2007
Controversies in International Corporate Responsibility
Pat Auger, Timothy Devinney, Jordan Louviere
Measuring the Importance of Ethical Consumerism
A Multi-Country Empirical Investigation
This paper describes the results of several large empirical studies that investigated the impact of social product attributes on consumer purchase intentions. Our results show that some consumers are willing to pay for more socially acceptable products, but that most of those consumers do not think about the social product features of the products they purchase. Furthermore, our analyses demonstrate that consumers can be segmented based on their preferences for (or against) social product features and that these segments are not country-specific.