IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v156y2023ics0148296322010001.html
   My bibliography  Save this article

Political ideology and fair-trade consumption: A social dominance orientation perspective

Author

Listed:
  • Gohary, Ali
  • Madani, Fatima
  • Chan, Eugene Y.
  • Tavallaei, Stella

Abstract

Purchasing fair-trade products can contribute to poverty eradication and social equality by promoting sustainable production. However, some consumers resist purchasing fair-trade products. This research replicates previous research findings that political ideology affects consumers’ preference for fair-trade products (Usslepp, et al., 2021), but we provide a novel psychological mechanism and identify two boundary conditions. Specifically, across five studies, we showed that conservative (vs. liberal) consumers are less likely to purchase fair-trade products (Studies 1a & 1b) and Social Dominance Orientation (SDO) can explain the relationship (Study 2). We also ruled out other potential mechanisms including emotional, motivational, and psychological factors. Further, we showed that when fair-trade product consumption is associated with feeling superior to others, conservative consumers express higher preferences for fair-trade products. Our findings have implications for marketers and policymakers in promoting fair-trade products, bridging the attitude-behavior gap, and building an equitable society.

Suggested Citation

  • Gohary, Ali & Madani, Fatima & Chan, Eugene Y. & Tavallaei, Stella, 2023. "Political ideology and fair-trade consumption: A social dominance orientation perspective," Journal of Business Research, Elsevier, vol. 156(C).
    • Handle: RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322010001
    DOI: 10.1016/j.jbusres.2022.113535
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322010001
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.113535?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. John Cranfield & Spencer Henson & James Northey & Oliver Masakure, 2010. "An assessment of consumer preference for fair trade coffee in Toronto and Vancouver," Agribusiness, John Wiley & Sons, Ltd., vol. 26(2), pages 307-325.
    2. Johan Graafland, 2017. "Religiosity, Attitude, and the Demand for Socially Responsible Products," Journal of Business Ethics, Springer, vol. 144(1), pages 121-138, August.
    3. Patrick Pelsmacker & Wim Janssens, 2007. "A Model for Fair Trade Buying Behaviour: The Role of Perceived Quantity and Quality of Information and of Product-specific Attitudes," Journal of Business Ethics, Springer, vol. 75(4), pages 361-380, November.
    4. Ronnie Janoff-Bulman & Nate C Carnes, 2016. "Social Justice and Social Order: Binding Moralities across the Political Spectrum," PLOS ONE, Public Library of Science, vol. 11(3), pages 1-18, March.
    5. Lauren Grewal & Eugenia C Wu & Keisha M Cutright, 2022. "Loved As-Is: How God Salience Lowers Interest in Self-Improvement Products [Cross-Domain Effects of Guilt on Desire for Self-Improvement Products]," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 49(1), pages 154-174.
    6. Basso, Frédéric & Bouillé, Julien & Troiville, Julien, 2021. "Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption," Journal of Business Research, Elsevier, vol. 135(C), pages 508-518.
    7. Sabrina Teyssier & Fabrice Etile & Pierre Combris, 2015. "Social- and self-image concerns in fair-trade consumption," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 42(4), pages 579-606.
    8. Jost, John T. & Blount, Sally & Pfeffer, Jeffrey & Hunyady, Gyorgy, 2003. "Fair Market Ideology: Its Cognitive-Motivational Underpinnings," Research Papers 1816, Stanford University, Graduate School of Business.
    9. Chan, Eugene Y. & Ilicic, Jasmina, 2019. "Political ideology and brand attachment," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 630-646.
    10. repec:hal:pseose:halshs-01203174 is not listed on IDEAS
    11. Blair Kidwell & Adam Farmer & David M. Hardesty, 2013. "Getting Liberals and Conservatives to Go Green: Political Ideology and Congruent Appeals," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 40(2), pages 350-367.
    12. Gwang-Suk Kim & Grace Lee & Kiwan Park, 2010. "A Cross-National Investigation on How Ethical Consumers Build Loyalty Toward Fair Trade Brands," Journal of Business Ethics, Springer, vol. 96(4), pages 589-611, November.
    13. Chris Arnot & Peter C. Boxall & Sean B. Cash, 2006. "Do Ethical Consumers Care About Price? A Revealed Preference Analysis of Fair Trade Coffee Purchases," Canadian Journal of Agricultural Economics/Revue canadienne d'agroeconomie, Canadian Agricultural Economics Society/Societe canadienne d'agroeconomie, vol. 54(4), pages 555-565, December.
    14. Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Political Ideology and Consumer Research beyond Complaining Behavior: A Response to the Commentaries," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 511-518.
    15. repec:feb:natura:0061 is not listed on IDEAS
    16. Fredrik Carlsson & Jorge García & Åsa Löfgren, 2010. "Conformity and the Demand for Environmental Goods," Environmental & Resource Economics, Springer;European Association of Environmental and Resource Economists, vol. 47(3), pages 407-421, November.
    17. Karen Page Winterich & Yinlong Zhang, 2014. "Accepting Inequality Deters Responsibility: How Power Distance Decreases Charitable Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 41(2), pages 274-293.
    18. Northey, Gavin & Chan, Eugene Y., 2020. "Political conservatism and preference for (a)symmetric brand logos," Journal of Business Research, Elsevier, vol. 115(C), pages 149-159.
    19. Septianto, Felix, 2021. "Every ending is a new beginning: Poignancy increases consumer preferences for self-made products," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 732-748.
    20. Veronika Andorfer & Ulf Liebe, 2012. "Research on Fair Trade Consumption—A Review," Journal of Business Ethics, Springer, vol. 106(4), pages 415-435, April.
    21. Kumju Hwang & Hyewon Kim, 2018. "Are Ethical Consumers Happy? Effects of Ethical Consumers' Motivations Based on Empathy Versus Self-orientation on Their Happiness," Journal of Business Ethics, Springer, vol. 151(2), pages 579-598, August.
    22. Andreas Chatzidakis & Minas Kastanakis & Anastasia Stathopoulou, 2016. "Socio-Cognitive Determinants of Consumers’ Support for the Fair Trade Movement," Journal of Business Ethics, Springer, vol. 133(1), pages 95-109, January.
    23. Keisha M. Cutright & Eugenia C. Wu & Jillian C. Banfield & Aaron C. Kay & Gavan J. Fitzsimons, 2011. "When Your World Must Be Defended: Choosing Products to Justify the System," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 38(1), pages 62-77.
    24. Fred Amofa Yamoah & Rachel Duffy & Dan Petrovici & Andrew Fearne, 2016. "Towards a Framework for Understanding Fairtrade Purchase Intention in the Mainstream Environment of Supermarkets," Journal of Business Ethics, Springer, vol. 136(1), pages 181-197, June.
    25. Rommel Salvador & Altaf Merchant & Elizabeth Alexander, 2014. "Faith and Fair Trade: The Moderating Role of Contextual Religious Salience," Journal of Business Ethics, Springer, vol. 121(3), pages 353-371, May.
    26. Caroline Doran, 2009. "The Role of Personal Values in Fair Trade Consumption," Journal of Business Ethics, Springer, vol. 84(4), pages 549-563, February.
    27. Kimberly Rios & Stacey Finkelstein & Jennifer Landa, 2015. "Is There a “Fair” in Fair-Trade? Social Dominance Orientation Influences Perceptions of and Preferences for Fair-Trade Products," Journal of Business Ethics, Springer, vol. 130(1), pages 171-180, August.
    28. Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Blue and Red Voices: Effects of Political Ideology on Consumers’ Complaining and Disputing Behavior," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 477-499.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Smirti Kutaula & Alvina Gillani & Diana Gregory-Smith & Boris Bartikowski, 2024. "Ethical Consumerism in Emerging Markets: Opportunities and Challenges," Journal of Business Ethics, Springer, vol. 191(4), pages 651-673, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Thomas Usslepp & Sandra Awanis & Margaret K Hogg & Ahmad Daryanto, 2022. "The Inhibitory Effect of Political Conservatism on Consumption: The Case of Fair Trade," Journal of Business Ethics, Springer, vol. 176(3), pages 519-531, March.
    2. Alvina Gillani & Smirti Kutaula & Leonidas C. Leonidou & Paul Christodoulides, 2021. "The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy," Journal of Business Ethics, Springer, vol. 169(3), pages 557-577, March.
    3. David Bürgin & Robert Wilken, 2022. "Increasing Consumers’ Purchase Intentions Toward Fair-Trade Products Through Partitioned Pricing," Journal of Business Ethics, Springer, vol. 181(4), pages 1015-1040, December.
    4. Veronika Andorfer & Ulf Liebe, 2012. "Research on Fair Trade Consumption—A Review," Journal of Business Ethics, Springer, vol. 106(4), pages 415-435, April.
    5. Kutaula, Smirti & Gillani, Alvina & Leonidou, Leonidas C. & Christodoulides, Paul, 2022. "Integrating fair trade with circular economy: Personality traits, consumer engagement, and ethically-minded behavior," Journal of Business Research, Elsevier, vol. 144(C), pages 1087-1102.
    6. Rommel Salvador & Altaf Merchant & Elizabeth Alexander, 2014. "Faith and Fair Trade: The Moderating Role of Contextual Religious Salience," Journal of Business Ethics, Springer, vol. 121(3), pages 353-371, May.
    7. Madani, Fatima & Seenivasan, Satheesh & Ma, Junzhao, 2021. "Determinants of store patronage: The roles of political ideology, consumer and market characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    8. Wintschnig, Bea Alexandra, 2021. "The Attitude-Behavior Gap – Drivers and Barriers of Sustainable Consumption," Junior Management Science (JUMS), Junior Management Science e. V., vol. 6(2), pages 324-346.
    9. van Esch, Patrick & Cui, Yuanyuan (Gina) & Jain, Shailendra Pratap, 2021. "The effect of political ideology and message frame on donation intent during the COVID-19 pandemic," Journal of Business Research, Elsevier, vol. 125(C), pages 201-213.
    10. Bosbach, Moritz & Maietta, Ornella Wanda, 2019. "The Implicit Price for Fair Trade Coffee: Does Social Capital Matter?," Ecological Economics, Elsevier, vol. 158(C), pages 34-41.
    11. Francesca Colantuoni & Gianni Cicia & Teresa Del Giudice & Daniel Lass & Francesco Caracciolo & Pasquale Lombardi, 2016. "Heterogeneous Preferences for Domestic Fresh Produce: Evidence from German and Italian Early Potato Markets," Agribusiness, John Wiley & Sons, Ltd., vol. 32(4), pages 512-530, November.
    12. Jason E. Taylor & Vigdis Boasson, 2014. "Who Buys Fair Trade and Why (or Why Not)? A Random Survey of Households," Journal of Consumer Affairs, Wiley Blackwell, vol. 48(2), pages 418-430, June.
    13. Veronika A. Andorfer & Ulf Liebe, 2014. "Do Information, Price, or Morals Influence Ethical Consumption? A Natural Field Experiment and Customer Survey on the Purchase of Fair Trade Coffee," University of Bern Social Sciences Working Papers 6, University of Bern, Department of Social Sciences.
    14. Elena Kossmann & Mónica Gómez-Suárez, 2018. "Decision-making processes for purchases of ethical products: gaps between academic research and needs of marketing practitioners," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 353-370, September.
    15. Hannes Koppel & Günther Schulze, 2013. "The Importance of the Indirect Transfer Mechanism for Consumer Willingness to Pay for Fair Trade Products—Evidence from a Natural Field Experiment," Journal of Consumer Policy, Springer, vol. 36(4), pages 369-387, December.
    16. Verena Schoenmueller & Oded Netzer & Florian Stahl, 2023. "Frontiers: Polarized America: From Political Polarization to Preference Polarization," Marketing Science, INFORMS, vol. 42(1), pages 48-60, January.
    17. John T. Jost & Melanie Langer & Vishal Singh, 2017. "The Politics of Buying, Boycotting, Complaining, and Disputing: An Extension of the Research Program by Jung, Garbarino, Briley, and Wynhausen," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 503-510.
    18. Michal Carrington & Andreas Chatzidakis & Helen Goworek & Deirdre Shaw, 2021. "Consumption Ethics: A Review and Analysis of Future Directions for Interdisciplinary Research," Journal of Business Ethics, Springer, vol. 168(2), pages 215-238, January.
    19. Akaichi, Faical & Grauw, Steven de & Darmon, Paul, 2015. "Are Fair Trade, Carbon Footprint and Organic Attributes competing? Some Evidences from Scotland, Netherland and France," 2015 Conference, August 9-14, 2015, Milan, Italy 210940, International Association of Agricultural Economists.
    20. Kiju Jung & Ellen Garbarino & Donnel A. Briley & Jesse Wynhausen, 2017. "Political Ideology and Consumer Research beyond Complaining Behavior: A Response to the Commentaries," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 511-518.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:156:y:2023:i:c:s0148296322010001. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.