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EMAC 2023 Regional Conference

An empirical investigation into the effect of collectivism on ethical consumption

Published: November 22, 2023


Altani Panagiotopoulou, Athens University of Economics and Business; Paraskevas Argouslidis, Athens University of Economics & Business, School of Business, Department of Marketing & Communication


Although cultural values, emotions, and emotional intelligence (henceforth EI) may independently shape ethical decision-making, there is a paucity of research on their interplay in the prediction of ethical consumption. The present paper investigates this gap and finds that a) collectivism positively affects ethical consumption b) EI mediates the above association and c) emotional affect moderates the effects of collectivism on EI and ethical consumption. The findings contribute to the consumer ethics literature and have useful implications for managerial practice.