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Food products with ethical claims are stacked on supermarket shelves in ever increasing numbers, but their share of total food sales does not usually climb above a one-digit figure. Numerous consumer studies have investigated the motives of consumers to purchase food items with ethical claims, as well as the potential purchase barriers. The presented study merges these insights with the concept of the warm glow of giving, which originates from public good theory, as we enlist food items with ethical claims as private goods with public good characteristics. The warm glow of giving reflects personal gain from an act of altruism. How the warm glow influences the intention to purchase food items with ethical claims, and the actual food choice, is the core question of this paper. Going into more depth, prosocial (fair-trade) and pro-environmental (organic and carbon-neutral) claims are explored separately, and cross …