E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption
Research on power distance belief shows that people with high (vs. low) PDB engage in prosocial behaviors more. Marrying these research results, we conducted one preliminary field study and lab experiments to demonstrate that when PDB is high, high status motive individuals are more likely to purchase fair-trade products.
Sunghee Jun, Libby Youngjin Chun, and Kiwan Park (2018) ,"E9. “Power Distance, Social Aspiration, and Fair Trade Products” – the Interaction Effect of Power Distance Belief and Status Motivation on Fair Trade Product Consumption", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 912-912.
Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA
NA - Advances in Consumer Research Volume 46 | 2018
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