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

Basso, Frédéric ORCID: 0000-0003-3709-8331, Bouillé, Julien and Troiville, Julien (2021) Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption. Journal of Business Research, 135. 508 - 518. ISSN 0148-2963

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Identification Number: 10.1016/j.jbusres.2021.06.050


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.

Item Type: Article
Official URL:
Additional Information: © 2021 Elsevier Inc
Divisions: Psychological and Behavioural Science
Subjects: H Social Sciences > HD Industries. Land use. Labor
H Social Sciences > HF Commerce
B Philosophy. Psychology. Religion > BF Psychology
Date Deposited: 30 Jul 2021 09:48
Last Modified: 16 May 2024 03:25

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