This article proposes a new and original measurement scale for consumers’ ethical sensitivity (CES). Usually measured using scenarios, ethical sensitivity appears as a fundamental variable in understanding consumers’ ethical behaviour. In this study, we propose an alternative definition and a new scale for ethical sensitivity. We use a series of qualitative and quantitative studies and analyse construct validity, that is, content, convergent and discriminant validities. The results indicate that ethical sensitivity is a better predictor of ethical consumption behaviour when measured by our new scale than by a scenario. Implications are outlined for academics and professionals looking to better understand the relationship between consumer ethics and consumption behaviour.
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