Cet article présente une échelle de mesure originale de la sensibilité éthique des consommateurs (SEC). Habituellement mesurée de manière non consensuelle par l’intermédiaire de scénarios, la sensibilité éthique apparaît comme fondamentale pour comprendre les comportements éthiques du consommateur. Cet article redéfinit le concept et propose un nouvel instrument de mesure sur la base d’une série d’études qualitative et quantitatives. La fiabilité et les validités de contenu, convergente et discriminante sont ensuite vérifiées. Les résultats indiquent aussi que la sensibilité éthique, mesurée par la nouvelle échelle, prédit mieux les intentions comportementales que la mesure traditionnelle par les scénarios. Les implications académiques et managériales de cette recherche sont enfin proposées.
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