EconPapers    
Economics at your fingertips  
 

Who Cares About Social Image?

Dirk Engelmann and Jana Friedrichsen ()
Additional contact information
Dirk Engelmann: Humboldt University Berlin

No 61, Rationality and Competition Discussion Paper Series from CRC TRR 190 Rationality and Competition

Abstract: This paper experimentally investigates how concerns for social approval relate to intrinsic motivations to purchase ethically. Participants state their willingness-to-pay for both a fair trade and a conventional chocolate bar in private or publicly. A standard model of social image predicts that all participants increase their fair trade premium when facing an audience. We find that the premium is indeed higher in public than in private. This effect, however, is driven by participants who preferred a conventional chocolate bar over a fair trade one in a pre-lab choice. For those who chose the fair trade chocolate bar, public exposure does not change the fair trade premium. This is captured by a generalized model where intrinsic preferences and the concern for social approval are negatively correlated.

Keywords: image concerns; ethical consumption; fair trade; social approval; experiments (search for similar items in EconPapers)
JEL-codes: C91 D12 (search for similar items in EconPapers)
New Economics Papers: this item is included in nep-exp and nep-soc
Date: 2018-01-08
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (10) Track citations by RSS feed

Downloads: (external link)
https://rationality-and-competition.de/wp-content/ ... cussion_paper/61.pdf (application/pdf)

Related works:
Working Paper: Who Cares about Social Image? (2017) Downloads
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:rco:dpaper:61

Access Statistics for this paper

More papers in Rationality and Competition Discussion Paper Series from CRC TRR 190 Rationality and Competition
Bibliographic data for series maintained by Benjamin Langer ().

 
Page updated 2019-03-31
Handle: RePEc:rco:dpaper:61