From Price to Quantity: Redefining How Consumers Pay the Ethical Premium
Bibliographic record
Abstract
Although many consumers express strong intentions to engage in ethical consumption, these intentions often do not translate into actual behavior. One major barrier to the adoption of ethical products is their cost since they typically command a substantial price premium over their conventional counterparts. This research explores whether consumers prefer ethical products that are priced identically to their conventional counterparts but are offered in smaller quantities—i.e., “paying” the ethical premium with quantity instead of money. Results from six experimental studies (N = 2332), conducted across three countries, demonstrate that setting the retail price of ethical products to be equivalent to their conventional counterparts, while at a lower quantity, effectively increases their perceived affordability among consumers. Displaying an ethical product with a lower quantity alongside a conventional product at the same retail price allows consumers to prioritize their ethical intentions over price considerations, potentially narrowing the gap between attitudes and actual behaviors. These findings suggest a viable strategy for improving the adoption of ethical products.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.007 | 0.039 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.001 |
| Bibliometrics | 0.001 | 0.000 |
| Science and technology studies | 0.001 | 0.005 |
| Scholarly communication | 0.005 | 0.007 |
| Open science | 0.001 | 0.002 |
| Research integrity | 0.002 | 0.003 |
| Insufficient payload (model declined to judge) | 0.005 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".