publication summary

Summary

Feeling global, acting ethically: Global identification and fairtrade consumption

By Gerhard Reese and Fabienne Kohlmann

Global identification has become a popular construct in recent psychological debate as it relates to harmonious intergroup relations and a caring for all humanity. Based on social identity theorizing, the current research tests whether global identification can also predict consumer choices, at the expense of lower personal benefit. Importantly, we assumed that concerns about global injustice represent a crucial component of that relation. We predicted that participants who identified strongly with all humanity would rather choose a Fairtrade product alternative over a conventional one, compared with low identifiers. In addition, we assumed that this effect be mediated by perceived global injustice. Both predictions were confirmed in a consumer choice study (N = 68). Overall, global identification and globally relevant consumer behavior seem meaningfully interconnected, and we discuss these findings with regard to recent theoretical developments in Fairtrade consumption research.

Year
2015  
Title
Feeling global, acting ethically: Global identification and fairtrade consumption  
Journal
The Journal of Social Psychology  
Volume
155  
Pages
98-106  
Language
English  
Type
Report  
Academic Publication
yes  

Go back