Exploring the Moderating Role of Curiosity in the Relationship Between Ethical Awareness and Consumer Behaviors†

Abstract

Abstract

Despite the increasing interest in ethical consumption, the intention–behavior gap (I-B gap), where consumers' ethical intentions do not translate into actual behavior, remains a significant challenge. This study aimed to explore the role of curiosity in overcoming this gap. In Study 1, an online survey was conducted with 400 Korean university students to examine whether trait curiosity moderates the relationship between ethical consumption intention and prioritization. In Study 2, an experimental approach with 300 participants was used to investigate whether information gap and ambiguity techniques induce situational curiosity. Results from the first study revealed that although the hypothesized moderating effect of trait curiosity was not supported, exploratory analyses indicated that it independently predicted prioritization, and Stress Tolerance exhibited a negative moderating effect. In the subsequent experiment, while the ambiguity manipulation did not work as intended, exploratory observations suggested that curiosity may increase as information is perceived to be sufficient, showing a pattern contrary to the existing information gap theory. These exploratory findings suggest that transparent provision of information is more effective in eliciting curiosity in the context of ethical consumption.