Communicating Sustainability to Ethnocentric Consumers in China: Focusing on Social Distance from Foreign Corporations
- Authors
- Park, G[Park, Gain]; Park, HS[Park, Hyun Soon]
- Issue Date
- Jan-2021
- Publisher
- MDPI
- Keywords
- sustainability communication; construal level theory; consumer ethnocentrism; social distance; consumer evaluation
- Citation
- SUSTAINABILITY, v.13, no.1, pp.1 - 15
- Indexed
- SCIE
SSCI
SCOPUS
- Journal Title
- SUSTAINABILITY
- Volume
- 13
- Number
- 1
- Start Page
- 1
- End Page
- 15
- URI
- https://scholarworks.bwise.kr/skku/handle/2021.sw.skku/92406
- DOI
- 10.3390/su13010047
- ISSN
- 2071-1050
- Abstract
- This study examines the relationship between social distance perception and company/sustainability campaign evaluations. The study also investigates the moderating role of consumer ethnocentrism in the relationship between the variables. This study further compares the effects of construal message framing (high-level vs. low-level construal) on social distance perception. The SPSS PROCESS macro analysis revealed that social distance perception from a corporation negatively affects company evaluations. Moreover, the results demonstrated that consumer ethnocentrism significantly moderates the relationship between social distance perception and company/sustainability campaign evaluations. Finally, the results indicate that construal message framing significantly affects the level of social distance perception from the host of a sustainability campaign. This paper provides practical suggestions for corporates' sustainability communications and adds to the literature on the reverse effect of construal level theory and social distance reduction.
- Files in This Item
- There are no files associated with this item.
- Appears in
Collections - Social Sciences > Media & Communication > 1. Journal Articles
![qrcode](https://api.qrserver.com/v1/create-qr-code/?size=55x55&data=https://scholarworks.bwise.kr/skku/handle/2021.sw.skku/92406)
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.