Fair For You and Indulgent For Me: Product Positioning and Consumer Intentions Toward Ethical Products

Katherine White, University of Calgary, Canada
Rhiannon MacDonnell, University of Calgary, Canada
John Ellard, University of Calgary, Canada
This work demonstrates that product positioning (i.e., indulgence versus necessity) can influence justice concern for others. Further, when the product is seen as an indulgence and the consumer is high in justice sensitivity the most positive intentions towards ethical products arise. These effects are driven by justice concerns for others.
[ to cite ]:
Katherine White, Rhiannon MacDonnell, and John Ellard (2011) ,"Fair For You and Indulgent For Me: Product Positioning and Consumer Intentions Toward Ethical Products", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 843-844.