The relative importance of the Jones’ [Jones, T. M.: 1991, Academy of Management Review
16(2), 366–395] six components of moral intensity was measured using a conjoint experimental design. The most important components
influencing ethical perceptions were: probability of effect, magnitude of consequences, and temporal immediacy. Contrary to
previous research, overall social consensus was not an
... [Show full abstract] important factor. However, consumers exhibit distinctly different patterns
in ethical evaluation, and for approximately 15% of respondents social consensus was the most important dimension.