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

Usslepp, Thomas and Awanis, Sandra and Hogg, Margaret and Daryanto, Ahmad (2021) The inhibitory effect of political conservatism on consumption:The case of fair trade. Journal of Business Ethics. ISSN 0167-4544

[img]
Text (The inhibitory effect of political conservatism on consumption - The case of fair trade)
The_inhibitory_effect_of_political_conservatism_on_consumption_The_case_of_fair_trade.pdf - Accepted Version
Restricted to Repository staff only until 4 January 2022.
Available under License Creative Commons Attribution-NonCommercial.

Download (387kB)

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.

Item Type:
Journal Article
Journal or Publication Title:
Journal of Business Ethics
Uncontrolled Keywords:
/dk/atira/pure/subjectarea/asjc/3300/3308
Subjects:
ID Code:
150100
Deposited By:
Deposited On:
18 Dec 2020 10:50
Refereed?:
Yes
Published?:
Published
Last Modified:
16 Jun 2021 08:45