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.



Citation:

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.

Authors

Sunghee Jun, Seoul National University
Libby Youngjin Chun, Seoul National University
Kiwan Park, Seoul National University, USA



Volume

NA - Advances in Consumer Research Volume 46 | 2018



Share Proceeding

Featured papers

See More

Featured

How Awe Might Be Awesome: The Role of Awe in Consumers’ Food Consumption and Perceptions of Misshapen Produce

Begum Oz, University of Massachusetts, USA
Elizabeth Miller, University of Massachusetts, USA

Read More

Featured

M1. How Rewarding is Your Rewards Program? Experiential vs. Material Rewards

Ayalla Ruvio, Michigan State University, USA
Farnoosh Khodakarami, Michigan State University, USA
Clay Voorhees, Michigan State University, USA

Read More

Featured

Uncertain Reward Campaigns Impact Product Size Choices

Nükhet Taylor, York University, Canada
Theodore J. Noseworthy, York University, Canada
Ethan Pancer, Saint Mary's University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.