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Ethical consumption is more likely when consumers are receptive to ethical product information and consider such information when making purchasing decisions. Building on communication theory, we develop and test a framework illustrating how different consumer values induce contrasting effects on consumers' willingness to choose ethical products through affecting consumer receptiveness to ethical product information.

We present an online survey with 590 US consumers, which was analyzed with covariance-based structural equation modeling (CB-SEM). Results show that altruistic and biospheric consumer values increase consumers' willingness to choose ethical products via trust in ethical advertising and ethical purchase decision involvement. In contrast, egoistic consumer values reduce ethical purchase decision involvement, and ultimately consumers' willingness to choose ethical products. Thus, we …