The Case for Moral Consumption: Examining and Expanding the Domain of Moral Behavior to Promote Individual and Collective Well-Being

This research delineates and critically examines extant empirical research on marketplace morality within the context of transformative consumer research. The authors identify how public policy can be leveraged to promote moral consumption in the marketplace in line with the transformative consumer research objectives of personal and collective well-being. They conduct a systematic review of the last decade of marketing literature and find that the definition of what is considered "marketplacemorality" has been rather narrow. Subsequently, the authors propose a broader definition and develop a typology of moral consumption behaviors based on the valence of moral judgment/behavior (moral or immoral) andmoral content (harm, fairness, loyalty, authority, and purity). The authors find that most research has focused on understanding one-time (im)moral behaviors in narrow domains, which have local implications and short-term impact. This research proposes that there is untapped potential in investigating repeated (im)moral behaviors associated with lifestyle choices and habits and that these have wider, long-term moral implications (e.g., wastefulness, overindulgence, pollution, authenticity, discrimination). Finally, the authors consider the underlying motivations for (im)moral behaviors and offer recommendations for policy development and research.


consumer behavior  economic consumption & ethics  consumer research  marketplace morality  marketplaces  moral behavior  moral consumption  moral diversity  well-being  moral malleability 


Yuliya Komarova Loureiro, Sara Baskentli, Stefanie M. Tignor, Julia Bayuk, Gergana Y. Nenkov, and Dave Webb (2016). The Case for Moral Consumption: Examining and Expanding the Domain of Moral Behavior to Promote Individual and Collective Well-Being. Journal of Public Policy & Marketing, 35(2), Pages 305-322.



Yuliya Komarova Loureiro
Sara Baskentli
Stefanie M. Tignor
Julia Bayuk
Gergana Y. Nenkov
Dave Webb

Journal of Public Policy & Marketing | 2016

Share Publication

Engage with Us

TCR creates opportunities for engagements between practitioners, funders and researchers, and supports efforts of scholars and practitioners to disseminate and publicize their research and work, and obtain mentoring and advice on grant applications.

While many of these opportunities are freely available, we encourage scholars and practitioners to become a member of the Association of Consumer Research to help continue funding our work and to obtain additional benefits.