To promote responsible trade through conceptual metaphors. Experimental result from fair trade offerings

Valoriser le commerce responsable par les métaphores conceptuelles Résultats expérimentaux sur les offres équitables

Julien Bouille (), Frédéric Basso and Julien Troiville
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Julien Bouille: LIRIS - Laboratoire interdisciplinaire de recherche en innovations sociétales - UR2 - Université de Rennes 2
Frédéric Basso: LSE - London School of Economics and Political Science

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Abstract: The present research introduces the strengths of conceptual metaphors (Lakoff & Johnson, 1980) to promote responsible trade products and services as well as their stakeholders and underpinning fundamental principles. We suggest that the use of conceptual metaphors tends to foster the consumer appropriation of its various related societal issues. We then report the results of an experiment testing the impact of conceptual metaphors on consumers' attitudes towards fair trade. The results show that some of these metaphors positively influence the perceived societal importance of fair trade and the willingness to pay for a fairly traded product. The findings of this study on metaphors are discussed from theoretical and managerial standpoints, and more specifically for socially conscious stakeholders involved in various linguistic and marketing contexts.

Keywords: conceptual metaphors; responsible trade and consumption; fair trade; cognitive linguistics; experimental design; métaphores conceptuelles; commerce et consommation responsables; commerce équitable; linguistique cognitive; expérimentation (search for similar items in EconPapers)
Date: 2021
New Economics Papers: this item is included in nep-dcm and nep-exp
Note: View the original document on HAL open archive server: https://hal.science/hal-03719899
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Published in Revue Française de Gestion, 2021, 47 (301), pp.93-111. ⟨10.3166/rfg.2021.00587⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-03719899

DOI: 10.3166/rfg.2021.00587

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