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Feeling global, acting ethically: global identification and fairtrade consumption.

Gerhard Reese1, Fabienne Kohlmann

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Strong global identification, or identifying with all humanity, drives consumers to choose Fairtrade products over conventional ones, especially when they perceive global injustice. This highlights a link between global identity and ethical consumption choices.

Keywords:
fairtrade consumptionglobal identificationglobal injusticeproduct choicesocial identity

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Area of Science:

  • Social Psychology
  • Consumer Behavior
  • Ethics

Background:

  • Global identification, linked to harmonious intergroup relations and universal care, is a growing area of psychological research.
  • Social identity theory provides a framework for understanding how group affiliations influence individual behavior.
  • Concerns about global injustice are increasingly recognized as a factor in social and economic decision-making.

Purpose of the Study:

  • To investigate the predictive power of global identification on consumer choices, specifically Fairtrade versus conventional products.
  • To examine whether perceived global injustice mediates the relationship between global identification and ethical consumer behavior.
  • To explore the connection between global identity and consumer behavior within the context of Fairtrade research.

Main Methods:

  • A consumer choice study was conducted with 68 participants.
  • Participants' level of global identification was assessed.
  • Participants were presented with a choice between Fairtrade and conventional product alternatives.

Main Results:

  • Participants with higher global identification were more likely to choose Fairtrade products over conventional ones.
  • The tendency to choose Fairtrade products was mediated by participants' perception of global injustice.
  • The findings confirmed the hypothesis that global identification influences consumer choices, even when personal benefit might be lower.

Conclusions:

  • Global identification and globally relevant consumer behavior, such as choosing Fairtrade products, are significantly interconnected.
  • Perceived global injustice plays a crucial role in mediating the effect of global identification on ethical consumption.
  • These findings contribute to theoretical developments in Fairtrade consumption research by linking identity and ethical decision-making.