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Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption

Author

Listed:
  • Frederic Basso

    (LSE - London School of Economics and Political Science)

  • Julien Bouille

    (LIRIS - Laboratoire interdisciplinaire de recherche en innovations sociétales - UR2 - Université de Rennes 2)

  • Julien Troiville

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique, UR - Université de Rennes)

Abstract

This article examines vertical dimension as a metaphorical representation of ethical consumption by testing the connection between ethical consumption and high verticality, and its implications for consumers when considering fair-trade products. This research first shows that the representation of ethical consumption in terms of high verticality manifests in a strong implicit association between moral virtues underpinning fair-trade consumption (e.g., justice, solidarity) and "up" (Study 1). This research then demonstrates that consumers explicitly associate fair-trade products with an elevated position (Study 2), and that a match between fair-trade products and increased physical elevation results in heightened altruistic behavior (Study 3). In addition, this article reveals that greater familiarity with fair-trade products enhances this metaphorical representation and its downstream effects on altruistic behavior (Studies 2 and 3). The theoretical and managerial implications of the present research are discussed in conclusion.

Suggested Citation

  • Frederic Basso & Julien Bouille & Julien Troiville, 2021. "Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption," Post-Print hal-03331808, HAL.
    • Handle: RePEc:hal:journl:hal-03331808
    DOI: 10.1016/j.jbusres.2021.06.050
    Note: View the original document on HAL open archive server: https://hal.science/hal-03331808
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    3. 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.

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    More about this item

    Keywords

    Fair trade; Ethical consumption; Conceptual metaphor; Verticality; Altruistic behavior;
    All these keywords.

    JEL classification:

    • R14 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Land Use Patterns
    • J01 - Labor and Demographic Economics - - General - - - Labor Economics: General
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce

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