Ethical consumption. The role of emotions in the purchase of Fair Trade apparel products

This chapter focuses on ethical consumption, analyzing the mechanisms behind the purchase preferences for fair trade apparel products through an investigation of the role of emotions. The results of an experimental study show that consumer preference for a fair-trade clothing item is driven by the recall of an unethical action and the emotional state aroused by it. The authors hypothesize that recalling an unethical action would trigger a negative emotional reaction in consumers, which, in turn, would increase their preference for a product carrying the fair-trade certification versus a product carrying a more traditional quality certification. Contrition has emerged as the negative emotion that mediates the effect of recalling an unethical action on product choice. The results shed light on a compensatory mechanism whereby consumers alleviate negative emotions arising from recalling an unethical behavior they had engaged in by making an ethical purchase.