This paper aims to clarify how the informational appeal (abstract vs. concrete) of ethical products can be matched to consumers.
We tested the attitudes and behaviors of consumers towards ethical products. The hypotheses are based on construal level theory. Higher moral concerns are related to an abstract mindset, while lower moral concerns are associated with a concrete mindset.
The findings showed that each of the hypotheses was supported: consumers who are more likely to make charitable donations have positive attitudes toward ethical products (H1); consumers who are more likely to make charitable donations are more likely to respond to abstract appeal information (H2); and consumers who are less likely to make charitable donations will be more likely to respond to concrete appeal information (H3).
The findings suggest that marketers’ approach to the use of informational appeals should be determined by consumers’ moral concern type.
Keywords: ethical products, ethical consumption, construct level theory, moral concern, skepticism