The findings indicated that participants not only expressed a desire to engage in market place activities as a means of reflecting their ethical beliefs and values, but they also described the emotive aspects of the core consumption experience. A positive link between emotional experiences and ethical consumption choice became evident. In particular, the motivating and reinforcing role of emotion in self-defined ethical tourist choice was identified. The following section describes the role of emotion in motivating and reaffirming ethical choice. The second section identifies the integral role of emotion as part of the consumption experiences as a source of hedonic value.