Previous studies about emotions have enhanced understanding of their influence in generic consumption decisions but a detailed examination of emotions in the context of ethical consumption has been lacking. Previous research in psychology has established that some emotions (e.g., guilt, shame) play a pivotal role in choices with a moral/ethical dimension (Haidt 2003; Tangney, Stuewig, and Mashek 2007). The term 'ethical consumption' implies an ethical/moral dimension, where the hedonic function and/or product utility are, to some extent, subordinated by concerns about right and wrong and consequences of consumption acts (Starr 2009) in areas such as human welfare, animal welfare and environmental welfare (Low and Davenport 2007).
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