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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...
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Fulfilling consumer expectations of corporate social responsibility (CSR) can bring strategic advantage to firms …. However, research on the topic is fragmented across disparate disciplines, and a comprehensive framework to connect CSR supply … and demand is missing. As a result, firms often supply CSR that does not attract demand, as signified by pessimism about …
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