In product advertising, background music is effectively used to deliver a message. Background music not only changes the consumers' emotions, but also affects the consumer behavior. tempo, among the elements of the background music, also affects the consumer behavior and product attitude. Thus, this study focuses on the difference in the consumers' attitude toward ethical consumption products caused by the difference in tempo. The results were analyzed through ANOVA. The results confirmed that when background music was slow, the level of consumers' interpretation was higher than that of consumers who listened to fast background music. In addition, consumers showed more positive attitude toward ethical consumption messages with slow background music than with fast background music. Therefore, this study has theoretical implications in confirming that a difference in background music tempo can affect the attitudes toward the ethical consumption among consumers. Furthermore, it can provide an effective marketing strategy regarding the tempo of the background music, when advertising ethical consumption products.