Do consumers care about morality? A review and framework for understanding morality's marketplace influence

There are many ways consumers' morality has been shown to impact their marketplace behavior. We present a theoretical framework for how to conceive of and study marketplace morality in an attempt to unify these disparate findings. First, we describe two common conceptualizations of marketplace morality: (a) the attribute‐level approach (where a product attribute fits within a category that is normatively considered moral) and (b) the...