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To promote responsible trade through conceptual metaphors. Experimental result from fair trade offerings
[Valoriser le commerce responsable par les métaphores conceptuelles Résultats expérimentaux sur les offres équitables]

Author

Listed:
  • Julien Bouille

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

  • Frédéric Basso

    (LSE - London School of Economics and Political Science)

  • J. 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)

Abstract

The present research introduces the strengths of conceptual metaphors (Lakoff & Johnson, 1980) to promote responsible trade products and services as well as their stakeholders and underpinning fundamental principles. We suggest that the use of conceptual metaphors tends to foster the consumer appropriation of its various related societal issues. We then report the results of an experiment testing the impact of conceptual metaphors on consumers' attitudes towards fair trade. The results show that some of these metaphors positively influence the perceived societal importance of fair trade and the willingness to pay for a fairly traded product. The findings of this study on metaphors are discussed from theoretical and managerial standpoints, and more specifically for socially conscious stakeholders involved in various linguistic and marketing contexts.

Suggested Citation

  • Julien Bouille & Frédéric Basso & J. Troiville, 2021. "To promote responsible trade through conceptual metaphors. Experimental result from fair trade offerings [Valoriser le commerce responsable par les métaphores conceptuelles Résultats expérimentaux ," Post-Print hal-03719899, HAL.
    • Handle: RePEc:hal:journl:hal-03719899
    DOI: 10.3166/rfg.2021.00587
    Note: View the original document on HAL open archive server: https://hal.science/hal-03719899
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