Foreword / by David Bronner -- What do you do when disaster strikes? : Trudy Bronner on taking care of a company -- Hemp and hysteria : David Bronner on leading an activist organization -- The dirt on soap : Mike Bronner on balancing "soap and soul" -- How to make clean soap : Michael Milam on...

This paper experimentally investigates how concerns for social approval relate to intrinsic motivations to purchase ethically. Participants state their willingness-to-pay for both a fair trade and a conventional chocolate bar in private or publicly. A standard model of social image predicts that...