Business ethics research has long been interested in understanding the conditions under which ethical consumption is consistent versus context-dependent. Extant research suggests that many consumers fail to make consistent ethical consumption decisions and tend to engage in ethical decisions associated with ingroup (vs. outgroup) identity cues. To fill this gap, four experiments examine how construal levels moderate the influence of ingroup versus outgroup identity cues in ethical consumption. The studies support the contention that when consumers use concrete construal to process information, they will focus on ingroup cues and make ethical consumption decisions that are aligned with ingroup biases. However, when consumers use abstract construal, they will act more consistently with their inner goals rather than focusing on ingroup and outgroup cues. Social goodwill, which indicates desires to give back to society, is identified as mediating the effects. The findings have important implications for ethical consumption and social influence literature.

中文翻译：

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减少道德消费中的群体偏见：解释水平和社会善意的作用

长期以来，商业道德研究一直对理解道德消费是一致的还是依赖于上下文的条件感兴趣。现有研究表明，许多消费者未能做出一致的道德消费决策，并且倾向于参与与内群体（与外群体）身份线索相关的道德决策。为了填补这一空白，四个实验检验了解释水平如何调节内群体与外群体身份线索在道德消费中的影响。这些研究支持这样的论点，即当消费者使用具体的解释来处理信息时，他们将关注内群体线索并做出符合内群体偏见的道德消费决策。然而，当消费者使用抽象解释时，他们会更加一致地按照自己的内在目标行事，而不是专注于内部和外部的线索。社会善意表明回馈社会的愿望，被认为是影响的中介。这些发现对道德消费和社会影响文献具有重要意义。