"We" like fair trade products more than "I"? : The impact of self-construal on consumer reactions to fair trade products

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"We" like fair trade products more than "I"? : The impact of self-construal on consumer reactions to fair trade products

 

Author: So, Pui Sai Patricia
Title: "We" like fair trade products more than "I"? : The impact of self-construal on consumer reactions to fair trade products
Degree: D.B.A.
Year: 2015
Subject: International trade -- Moral and ethical aspects.
Competition, Unfair -- Moral and ethical aspects.
Price maintenance -- Moral and ethical aspects.
Hong Kong Polytechnic University -- Dissertations
Department: Faculty of Business
Pages: x, 100 pages : color illustrations
Language: English
InnoPac Record: http://library.polyu.edu.hk/record=b2890586
URI: http://theses.lib.polyu.edu.hk/handle/200/8465
Abstract: Fair trade consumption is growing internationally and attracting an ever-greater share of research interest. Fair trade, with its fundamental concept of offering equitable remuneration and working conditions for the farmers and labourers in developing countries, serves as a prominent form of ethical consumption by which consumers can express their concerns on social and ethical issues via the products they buy or avoid. It is also an important form of "ethical sourcing" in many international companies' corporate social responsibility programmes. The current study focuses on the effect of self-construal on consumer reaction to fair trade products, and investigates whether and how the effect varies under different scenarios. Self-construal is an individual's view of self in relationship to others and can be identified as independent and interdependent. The current study proposes that interdependence in self-construal will show a positive effect on fair trade products, because people with interdependent self-construal are more likely to take the perspective of others. A conceptual framework is developed for understanding the impact of self-construal on consumer reactions to fair trade products, and for investigating a boundary condition under which the effect of self-construal is more or less prominent. The current study is the first to test empirically the influence of self-construal on fair trade consumption and contributes to the theoretical understanding of both, while providing managerial insights for fair trade companies and their advocates and promoters, as well as mainstream companies looking to tap into the growing fair trade market.

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