Is There a “Fair” in Fair-Trade? Social Dominance Orientation Influences Perceptions of and Preferences for Fair-Trade Products
In recent years, there has been a surge in popularity of the fair-trade industry, which seeks to improve trading conditions and to promote the rights of marginalized workers. Although research suggests that fair-trade products are perceived as promoting social and economic responsibility, some indiv...
| Authors: | ; ; |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Springer Science + Business Media B. V
2015
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| In: |
Journal of business ethics
Year: 2015, Volume: 130, Issue: 1, Pages: 171-180 |
| Further subjects: | B
Justice
B Consumer behavior B Social dominance orientation B Fair-trade products |
| Online Access: |
Volltext (JSTOR) Volltext (lizenzpflichtig) |
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| 520 | |a In recent years, there has been a surge in popularity of the fair-trade industry, which seeks to improve trading conditions and to promote the rights of marginalized workers. Although research suggests that fair-trade products are perceived as promoting social and economic responsibility, some individuals—namely, those who seek to maintain existing group inequalities (i.e., those high in social dominance orientation or SDO) or those induced to think inequality is a good thing—may not share this perception. Across three studies, we found that (1) SDO relates negatively to fair-trade consumption, and (2) this relationship is mediated by the tendency for high-SDO individuals to see fair-trade products as less compatible with their conception of social justice. Our findings held after controlling for related individual-differences variables, and regardless of whether SDO was measured or manipulated. Implications for how to maximize the likelihood that people will perceive fair-trade products as “fair” are discussed. | ||
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