Do karmic consumers spend more to support ethical brands?

Background

65% of Americans believe in karma (source). It is also a huge part of popular media, as seen in TV shows like My Name is Earl and Justin Timberlake's song What Goes Around...Comes Around. In this project, we wanted to learn whether this prevalent belief affected consumers' decision-making, to help brands target more specific psychographic segments. 

Methodology

Study designs: Lab experiments, surveys, field study (planned)
Statistical analyses: Linear regressions, mediation analyses

Main Findings

Individuals who have a higher belief in karma are more likely to intend to buy an ethical brand, and also more likely to avoid an unethical brand. These individuals are also more likely to shell out more money for an ethical option compared to individuals with a lower belief in karma.

Next Steps

Anthropological work shows that as traditionally Hindu practices (e.g., vegetarianism, yoga practice) make their way to Western societies, so did a higher belief in karma for those who engage in these practices. I plan to compare the likelihood of supporting ethical brands between yoga practitioners (high karma condition) versus traditional gym-goers (low karma condition). This will be a collaboration with local yoga studios and fitness centers.