When Guilt is Not Enough: Interdependent Self-Construal as Moderator of the Relationship Between Guilt and Ethical Consumption in a Confucian Context
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DOI: 10.1007/s10551-018-3831-4
Abstract: Guilt appeals have been found effective in stimulating ethical consumption behaviors in western cultures. However, studies performed in Confucian cultural contexts have found contradictory results. We aim to investigate the inconclusive results of research on… read more here.
Keywords: interdependent self; self construal; guilt ethical; consumption ... See more keywords