Do What Consumers Say Matter? The Misalignment of Preferences with Unconstrained Ethical Intentions |
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Authors: | Pat Auger Timothy M Devinney |
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Institution: | (1) Melbourne Business School, 200 Leicester Street, Carlton, VIC, 3053, Australia;(2) Australian Graduate School of Management, Sydney, NSW, 2052, Australia |
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Abstract: | Nearly all studies of consumers’ willingness to engage in ethical or socially responsible purchasing behavior is based on
unconstrained survey response methods. In the present article we ask the question of how well does asking consumers the extent
to which they care about a specific social or ethical issue relate to how they would behave in a more constrained environment
where there is no socially acceptable response. The results of a comparison between traditional survey questions of “intention
to purchase” and estimates of individuals willingness-to-pay for social attributes in products reveal that simple survey questions
are too “noisy” to provide operationally meaningful information and overstate intentions to a considerable extent.
Pat Auger is Associate Professor at the Melbourne Business School. Timothy M. Devinney is Professor and Professorial Research
Fellow at the Australian Graduate School of Management. |
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Keywords: | ethical product features willingness-to-pay survey methods |
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