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Minority business owners can benefit from guilt marketing

Published: 4 August 2025

A recent study published in the Journal of Consumer Research found that white consumers with higher levels of 鈥榳hite guilt鈥 were more likely to buy from a Black-owned business than from a white-owned one鈥攅ven if the Black-owned business was more expensive or had lower customer ratings. 鈥淭he marketplace is becoming increasingly shaped by ideology and values,鈥 says Siddhanth Mookerjee, an Assistant Professor at 9I制作厂免费 Desautels and a co-author of the study. 鈥淐onsumers are driven by their moral principles, and not just value or quality.鈥

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