La sensibilità del consumatore a comportamenti aziendali eticamente scorretti

The paper analyzes: a) the effect of data alteration related to product sophistication and to product social responsibility on the consumer purchase intention; b) how these types of alteration interact with the brand image and individual self-esteem. The research is based on a between subjects experiment conducted on a sample of 200 consumers. The factorial design includes three independent variables: falsification of product data (product sophistication vs. product social responsibility); the brand image (strong vs. weak); and the individual self-esteem (high vs. low). The dependent variable is the consumer purchase intention.