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首页> 外文期刊>Journal of Business Ethics >Can 'Real' Men Consume Ethically? How Ethical Consumption Leads to Unintended Observer Inference
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Can 'Real' Men Consume Ethically? How Ethical Consumption Leads to Unintended Observer Inference

机译：“真正的”男人可以在道德上消费吗？道德消费如何导致意外的观察者推断

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摘要

Consumers often intend to create a socially responsible identity by consuming ethically. Observers, however, do not limit their inferences to the specific identity consumers intend to project. To illustrate, we examine how observers make inferences about consumers on the basis of their ethical consumption. Across four studies we find that, in addition to being viewed as ethical, consumers are viewed as less masculine and more feminine when they consume ethical products. We also identify two boundary conditions to this effect, including the use of self-benefit/other-benefit advertising appeals and the use of descriptive norms to establish gender appropriate behavior. We finally examine how consumers resolve the conflict of creating ethical and gender-congruent identities. We find that when male (female) consumers are in the presence of observers of the opposite (same) sex, they are more (less) likely to prioritize ethical identity even when it threatens their gender orientation.
机译：消费者通常打算通过道德消费来建立对社会负责的身份。但是，观察者并不将其推断仅限于消费者打算投射的特定身份。为了说明这一点，我们研究了观察者如何根据他们的道德消费对消费者进行推论。在四项研究中，我们发现，除了被视为符合道德规范外，消费者在消费有道德的产品时也被视为男性少而女性化。我们还确定了达到这种效果的两个边界条件，包括使用自我利益/其他利益的广告诉求以及使用描述性规范来建立适合性别的行为。最后，我们研究了消费者如何解决创建具有道德和性别一致性的身份的冲突。我们发现，当男性（女性）消费者在异性（相同）观察者的面前时，即使他们威胁着性别取向，他们也更有（更少）优先考虑道德认同。

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