Ethical judgment, subjective norms, and ethical consumption: The moderating role of moral certainty

Although various empirical works have attempted to explain the gap between consumers' ethical judgments and actual purchasing behaviours, the role of moral certainty has received relatively little attention. Moral certainty refers to the subjective sense of conviction or confidence one holds about his/her ethical judgment of an object. This study contributes to the ethical consumption literature by empirically examining whether the associations...