Attitude Adjustment

Consumers with high ethical expectations of companies doled out bigger rewards and punishments than consumers with low expectations. What each group was willing to pay for a pound of coffee based on production standards.

Consumers with high expectations:
Ethical standards - $11.59
Unethical standards - $6.92

Consumers with low expectations:
Ethical standards - $9.90
Unethical standards - $8.44


The article also points out that "if 100% ethical becomes expected among consumers, anything less will be punished." Hmmm! Ethics cost more but perhaps we can get by with less. We'll see what the market demands