From Admiration to Ambivalence: Understanding Consumer Responses to Tesla’s Ethical Decline
This research aims to explore how consumer navigate their behavior in response to conflicting ethical dilemmas, in which a brand that was once perceived as ethical breaches its commitments and thereby becomes unethical in public discourse. The theoretical lens of Boltanski and Thévenot’s (2006) Economies of Worth serves as a lens to explore how the participants navigate ethical brands becoming une
