Social Dominance Orientation Shapes Perceptions of Eco-Friendly Products

Paris, France · March 2019

Posters · Consumer Behavior

J. Colin Long
Thomas Jefferson University
John Pierce
Thomas Jefferson University

Abstract

This study assessed the influence of social dominance orientation (SDO) on perceptions of eco-friendly products. High-SDO participants evaluated the appeal, quality, and performance of eco-friendly products significantly lower than Low-SDO participants. This research extends previous findings of SDO influence for fair-trade products into the domain of eco-friendly and green products.

Consumer

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Social Dominance Orientation Shapes Perceptions of Eco-Friendly Products

Abstract

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