Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption

Frédéric Basso, Julien Bouillé and Julien Troiville

Journal of Business Research, 2021, vol. 135, issue C, 508-518

Abstract: This article examines vertical dimension as a metaphorical representation of ethical consumption by testing the connection between ethical consumption and high verticality, and its implications for consumers when considering fair-trade products. This research first shows that the representation of ethical consumption in terms of high verticality manifests in a strong implicit association between moral virtues underpinning fair-trade consumption (e.g., justice, solidarity) and “up” (Study 1). This research then demonstrates that consumers explicitly associate fair-trade products with an elevated position (Study 2), and that a match between fair-trade products and increased physical elevation results in heightened altruistic behavior (Study 3). In addition, this article reveals that greater familiarity with fair-trade products enhances this metaphorical representation and its downstream effects on altruistic behavior (Studies 2 and 3). The theoretical and managerial implications of the present research are discussed in conclusion.

Keywords: Fair trade; Ethical consumption; Conceptual metaphor; Verticality; Altruistic behavior (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Working Paper: Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption (2021)
Working Paper: Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption (2021)
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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:135:y:2021:i:c:p:508-518

DOI: 10.1016/j.jbusres.2021.06.050

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