Marketplace Morality

Consumers are placing increasing importance on morality in the perceived costs and benefits of a marketplace transaction. This chapter considers the moral decisions consumers make, focusing on three key areas of marketplace morality: (1) how company morality or immorality influences consumer perceptions and decisions, (2) how consumers’ morality is expressed in their prosocial and sustainable decisions, and (3) how consumers’ immorality influences companies and other consumers. Finally, we identify areas for future research that we hope will lead to advancement of the literature on marketplace morality.