The Role of Agency-Communion on the Relationship between Power, Consumers’ Perception of Ethical Products, and Purchase Intention: Mediation Model

Abstract

: The present research examines how power influences consumers’ perception of and intention for regular and ethical products. One experimental study was conducted to test the proposed relationships using hypothetical purchase scenarios. A total of 221 participants were recruited from a public university and randomly assigned to a regular (vs. ethical) attributes condition and asked to read an advertisement about a pair of headphones. The results provided evidence for the differential effects of power on consumers’ purchase intention for regular and ethical products. However, the interaction between power and regular (vs. ethical) attributes on consumers’ purchase