Right-leaning egalitarians are just as susceptible to social justice-induced product patronage! Evidence from the US and Malaysia
We investigated the impact of egalitarianism on consumers' inclination to support fair-trade products and examined whether this effect was observed among individuals with different political affiliations. In four experiments featuring a fictional chocolate brand presented in either a social-jus...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Elsevier
2023-07-01
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| Series: | Acta Psychologica |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S0001691823001117 |
| _version_ | 1797798130136121344 |
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| author | Rachel Mei Ming Wong Chuma Kevin Owuamalam Steve Stewart-Williams |
| author_facet | Rachel Mei Ming Wong Chuma Kevin Owuamalam Steve Stewart-Williams |
| author_sort | Rachel Mei Ming Wong |
| collection | DOAJ |
| description | We investigated the impact of egalitarianism on consumers' inclination to support fair-trade products and examined whether this effect was observed among individuals with different political affiliations. In four experiments featuring a fictional chocolate brand presented in either a social-justice (fair trade) or quality-focused (control) manner, we examined the product purchase intentions of both left- and right-leaning consumers in the United States and Malaysia (Studies 1a, N = 200; 1b, N = 269; & 2, N = 410). Results revealed that participants expressed a greater willingness to support the product when it was framed as contributing to a social justice cause, but this effect was limited to left- and right-leaning consumers who strongly endorsed egalitarian principles. Study 3 (N = 354) employed a mediated-moderation approach and confirmed that an elevated sensitivity to injustice was the underlying mechanism driving increased intentions to support the product among egalitarians exposed to social justice framing. These results demonstrate that right-leaning consumers can be influenced by social justice framing when their commitment to equity is strong. |
| first_indexed | 2024-03-13T03:58:53Z |
| format | Article |
| id | doaj.art-48ab9183b74d4118afa065a6756ff300 |
| institution | Directory Open Access Journal |
| issn | 0001-6918 |
| language | English |
| last_indexed | 2024-03-13T03:58:53Z |
| publishDate | 2023-07-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Acta Psychologica |
| spelling | doaj.art-48ab9183b74d4118afa065a6756ff3002023-06-22T05:02:13ZengElsevierActa Psychologica0001-69182023-07-01237103935Right-leaning egalitarians are just as susceptible to social justice-induced product patronage! Evidence from the US and MalaysiaRachel Mei Ming Wong0Chuma Kevin Owuamalam1Steve Stewart-Williams2University of Nottingham Malaysia, MalaysiaReed College, United States; Corresponding author at: Department of Psychology, Reed College, Portland, OR 97202, United States.University of Nottingham Malaysia, MalaysiaWe investigated the impact of egalitarianism on consumers' inclination to support fair-trade products and examined whether this effect was observed among individuals with different political affiliations. In four experiments featuring a fictional chocolate brand presented in either a social-justice (fair trade) or quality-focused (control) manner, we examined the product purchase intentions of both left- and right-leaning consumers in the United States and Malaysia (Studies 1a, N = 200; 1b, N = 269; & 2, N = 410). Results revealed that participants expressed a greater willingness to support the product when it was framed as contributing to a social justice cause, but this effect was limited to left- and right-leaning consumers who strongly endorsed egalitarian principles. Study 3 (N = 354) employed a mediated-moderation approach and confirmed that an elevated sensitivity to injustice was the underlying mechanism driving increased intentions to support the product among egalitarians exposed to social justice framing. These results demonstrate that right-leaning consumers can be influenced by social justice framing when their commitment to equity is strong.http://www.sciencedirect.com/science/article/pii/S0001691823001117Political ideologyFair-trade productsConsumer behaviourSocial justice |
| spellingShingle | Rachel Mei Ming Wong Chuma Kevin Owuamalam Steve Stewart-Williams Right-leaning egalitarians are just as susceptible to social justice-induced product patronage! Evidence from the US and Malaysia Acta Psychologica Political ideology Fair-trade products Consumer behaviour Social justice |
| title | Right-leaning egalitarians are just as susceptible to social justice-induced product patronage! Evidence from the US and Malaysia |
| title_full | Right-leaning egalitarians are just as susceptible to social justice-induced product patronage! Evidence from the US and Malaysia |
| title_fullStr | Right-leaning egalitarians are just as susceptible to social justice-induced product patronage! Evidence from the US and Malaysia |
| title_full_unstemmed | Right-leaning egalitarians are just as susceptible to social justice-induced product patronage! Evidence from the US and Malaysia |
| title_short | Right-leaning egalitarians are just as susceptible to social justice-induced product patronage! Evidence from the US and Malaysia |
| title_sort | right leaning egalitarians are just as susceptible to social justice induced product patronage evidence from the us and malaysia |
| topic | Political ideology Fair-trade products Consumer behaviour Social justice |
| url | http://www.sciencedirect.com/science/article/pii/S0001691823001117 |
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