Power and Ethical Attributes: Do Powerful Consumers Weight Ethical Attributes More or Less Than Powerless Consumers?

Abstract

This Thesis is an investigation of the influence of power on consumers’ ethical decision-making in the consumption environment. The main objective of this study is to explore the effect of power on consumers’ preference for ethical attributes. Across two experiments, we test whether individuals in low power state prefer products with ethical attributes more than individuals in high power state. Additionally, we investigate whether explicitly activating sense of responsibility inside powerful individuals can increase their preference for products with ethical attributes. Discrete Choice Experiment (DCE) is used to test the individuals’ preference for ethical attributes. The results provide support for the effect of power on consumers’ preference for products with ethical attributes in one product category, Bar Soap, but not in the other category, Athletic Shoes. Moreover, explicitly activating the sense of responsibility for powerful individuals increases their preference for some ethical attributes but not for others.