Animal-Friendly Consumption: Power Begets Responsibility

This research introduces the construct of animal-friendly consumption and explores the sense of power as a predictor of consumer demand for animal-friendly consumption. We show that feeling powerful increases one’s demand for animal-friendly products via perceived responsibility.


Sunyee Yoon, Danny J. M. Kim, and Jeffrey P. Boichuk (2021) ,"Animal-Friendly Consumption: Power Begets Responsibility", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 926-926.


Sunyee Yoon, University at Buffalo
Danny J. M. Kim, University at Buffalo
Jeffrey P. Boichuk, University of Virginia


NA - Advances in Consumer Research Volume 49 | 2021

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