Can “Real” Men Consume Ethically? How Ethical Consumption Leads to Unintended Observer Inferences

Jingzhi Shang, John Peloza

Research output: Chapter in Book/Report/Conference proceedingChapterpeer-review


Observers infer a consumer’s identity through a range of consumption categories (Belk et al. 1982). Although consumers are aware of the judgments of others, and alter their behaviors to create specific identities when socially accountable to others (e.g., White and Peloza 2009), observers do not limit their inferences to the specific identity consumers intend to project. They make additional inferences that may be unintended on the part of the consumer. In the current research, we explore how observers make ancillary inferences by examining the potential for ethical consumption choice to generate gender inferences beyond social responsibility as well as consumer responses to gender inferences.

Original languageEnglish
Title of host publicationDevelopments in Marketing Science
Subtitle of host publicationProceedings of the Academy of Marketing Science
Number of pages6
StatePublished - 2016

Publication series

NameDevelopments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN (Print)2363-6165
ISSN (Electronic)2363-6173

Bibliographical note

Publisher Copyright:
© 2016, Academy of Marketing Science.


  • Consumer Identity
  • Ethical Consumption
  • Gender Role
  • Green

ASJC Scopus subject areas

  • Marketing
  • Strategy and Management


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