It is important to understand the drivers of green consumption, because of growing concern for the health of the planet. In this paper, the assumption that a virtue-green product relationship exists is tested. The objective is to understand how product morality (versus that of the person using...

Purpose: Virtual reality (VR) is of increasing interest to marketers because it can be used to explore and proactively shape long-term futures, co-create value with consumers, and foster consumer-brand engagement. Yet, to date, the field lacks a cohesive framework for approaching VR research;...

Purpose: Even though the definitions of morality may seem to provide straightforward criteria to assess the morality of individuals, moral judgments are challenging and less exact. This paper aims to advance extant work on morality and moral judgment by providing a conceptualization of boundary...