Impact of ethical certifications and product involvement on consumers decision to purchase ethical products at price premiums in an emerging market context

Abstract In emerging markets, instances of increasing consumers focus on ethical aspects the product are observed. To this end, we aim to examine influence two certifications and involvement types willingness purchase products at price premiums in Indian market. No animal cruelty certification no child labor chosen as certifications, a shirt bar soap high low categories. Data is collected from 206 respondents for experiment, which evaluated different scenarios. The results study indicate that individuals show highest (a or soap) when both (no cruelty, labor) present. However, comparing individual prefer soap. provides insights practitioners regarding present perception directions increase sales