Consumer Hypocrisy: When Purchasing Behaviors Are not as Ethical as They Seem

This investigation takes a novel approach to understanding the underexamined concept of consumer hypocrisy by assessing how conflicting motives compete when consumers face ethical and unethical versions of products. Recent research suggests Gen Zs and Millennials may be more prone to consumer hypocrisy than older generations. We examined the self-perceptions of four generational cohorts (N = 402) as ethical versus unethical consumers, as well as their purchase intentions toward fashion (fast and slow), make up (animal-tested and cruelty-free), and diamonds (natural and lab created). Based on multiple motives theory, motives for purchasing the three product categories were explored. Surprisingly, younger generations perceived themselves to be less ethical consumers than older generations. Across almost all categories, Gen Zs indicated higher intent to purchase both ethical and unethical products than older generations. Further, it was determined that different generations valued different motives for different product categories.