This finding comes from a study published in Journal of Consumer Psychology:
More: People Who Turn A Blind Eye To Child Labor Tend To Ridicule 'Ethical Consumers' (4. January 2016 )"They [the wilfully ignorant] judged ethical consumers less positively on positive traits and more negatively on negative traits," Reczek said. "Willfully ignorant consumers put ethical shoppers down because of the threat they feel for not having done the right thing themselves. They feel bad and striking back at the ethical consumers makes themselves feel better."