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The inhibitory effect of political conservatism on consumption: The case of fair trade

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The inhibitory effect of political conservatism on consumption : The case of fair trade. / Usslepp, Thomas; Awanis, Sandra; Hogg, Margaret et al.

In: Journal of Business Ethics, Vol. 176, No. 3, 31.03.2022, p. 519-531.

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Usslepp T, Awanis S, Hogg M, Daryanto A. The inhibitory effect of political conservatism on consumption: The case of fair trade. Journal of Business Ethics. 2022 Mar 31;176(3):519-531. Epub 2021 Jan 4. doi: 10.1007/s10551-020-04689-w

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Usslepp, Thomas ; Awanis, Sandra ; Hogg, Margaret et al. / The inhibitory effect of political conservatism on consumption : The case of fair trade. In: Journal of Business Ethics. 2022 ; Vol. 176, No. 3. pp. 519-531.

Bibtex

@article{5b9d13c9a9ee4af6a8cb4a9b49368dbf,
title = "The inhibitory effect of political conservatism on consumption: The case of fair trade",
abstract = "Fair trade has been researched extensively. However, our understanding of why consumers might be reluctant to purchase fair trade goods, and the associated potential barriers to the wider adoption of fair trade products, is incomplete. Based on data from 409 USA participants, our study demonstrates some of the psychological processes that underlie the rejection of fair trade products by conservatives. Our findings show that political conservatism affects fair trade perspective-taking and fair trade identity, and these latter two subsequently affect fair trade purchase intention. The decrease in fair trade perspective-taking and fair trade identity are two psychological features that potentially shield conservatives from the appeals of fair trade products. We extend prior research on the effects of political ideology on consumption not only by demonstrating the predisposition of highly conservative consumers towards prosocial consumption, but also by showing the internal functioning of the conservative decision-making process. We further demonstrate that the effect of conservatism on fair trade purchase deliberation is moderated by age and income. Age reduces the negative effect of conservatism on fair trade perspective-taking, whereas income heightens the negative effect of conservatism on fair trade perspective-taking. Our results suggest that fair trade initiatives can target the conservative consumer segment in high-income countries with a greater chance of success when applying marketing strategies that make perspective-taking redundant and that aim at younger consumers with lower incomes.",
keywords = "Political conservatism, Fair trade, Perspective-taking, Identity",
author = "Thomas Usslepp and Sandra Awanis and Margaret Hogg and Ahmad Daryanto",
year = "2022",
month = mar,
day = "31",
doi = "10.1007/s10551-020-04689-w",
language = "English",
volume = "176",
pages = "519--531",
journal = "Journal of Business Ethics",
issn = "0167-4544",
publisher = "Springer Netherlands",
number = "3",

}

RIS

TY - JOUR

T1 - The inhibitory effect of political conservatism on consumption

T2 - The case of fair trade

AU - Usslepp, Thomas

AU - Awanis, Sandra

AU - Hogg, Margaret

AU - Daryanto, Ahmad

PY - 2022/3/31

Y1 - 2022/3/31

N2 - Fair trade has been researched extensively. However, our understanding of why consumers might be reluctant to purchase fair trade goods, and the associated potential barriers to the wider adoption of fair trade products, is incomplete. Based on data from 409 USA participants, our study demonstrates some of the psychological processes that underlie the rejection of fair trade products by conservatives. Our findings show that political conservatism affects fair trade perspective-taking and fair trade identity, and these latter two subsequently affect fair trade purchase intention. The decrease in fair trade perspective-taking and fair trade identity are two psychological features that potentially shield conservatives from the appeals of fair trade products. We extend prior research on the effects of political ideology on consumption not only by demonstrating the predisposition of highly conservative consumers towards prosocial consumption, but also by showing the internal functioning of the conservative decision-making process. We further demonstrate that the effect of conservatism on fair trade purchase deliberation is moderated by age and income. Age reduces the negative effect of conservatism on fair trade perspective-taking, whereas income heightens the negative effect of conservatism on fair trade perspective-taking. Our results suggest that fair trade initiatives can target the conservative consumer segment in high-income countries with a greater chance of success when applying marketing strategies that make perspective-taking redundant and that aim at younger consumers with lower incomes.

AB - Fair trade has been researched extensively. However, our understanding of why consumers might be reluctant to purchase fair trade goods, and the associated potential barriers to the wider adoption of fair trade products, is incomplete. Based on data from 409 USA participants, our study demonstrates some of the psychological processes that underlie the rejection of fair trade products by conservatives. Our findings show that political conservatism affects fair trade perspective-taking and fair trade identity, and these latter two subsequently affect fair trade purchase intention. The decrease in fair trade perspective-taking and fair trade identity are two psychological features that potentially shield conservatives from the appeals of fair trade products. We extend prior research on the effects of political ideology on consumption not only by demonstrating the predisposition of highly conservative consumers towards prosocial consumption, but also by showing the internal functioning of the conservative decision-making process. We further demonstrate that the effect of conservatism on fair trade purchase deliberation is moderated by age and income. Age reduces the negative effect of conservatism on fair trade perspective-taking, whereas income heightens the negative effect of conservatism on fair trade perspective-taking. Our results suggest that fair trade initiatives can target the conservative consumer segment in high-income countries with a greater chance of success when applying marketing strategies that make perspective-taking redundant and that aim at younger consumers with lower incomes.

KW - Political conservatism

KW - Fair trade

KW - Perspective-taking

KW - Identity

U2 - 10.1007/s10551-020-04689-w

DO - 10.1007/s10551-020-04689-w

M3 - Journal article

VL - 176

SP - 519

EP - 531

JO - Journal of Business Ethics

JF - Journal of Business Ethics

SN - 0167-4544

IS - 3

ER -