This paper examines the question of why consumers engage in ethical consumption. The authors draw on self-affirmation theory to propose that the choice of an ethical product serves a self-restorative function. Four experiments provide support for this assertion: a self-threat increases...

The present research examines conditions under which consumers dispose of recyclable products in the garbage. Results from a field study and four laboratory studies demonstrate that a consumer’s decision to recycle a product or throw it in the trash can be determined by the extent to which the...