講座：Assimilating and Differentiating: The Curvilinear Effect of Social Class on Green Consumption
題 目：Assimilating and Differentiating: The Curvilinear Effect of Social Class on Green Consumption
嘉 賓：晏麗 助理教授 首都經濟貿易大學
主持人：才鳳艷 副教授 上海交通大學安泰經濟與管理學院
時 間：2021年6月9日（周三） 14:00-15:30
Building on optimal distinctiveness theory, this research examines the effects of social class on green consumption. Across six studies, we find a curvilinear effect of social class on green consumption, with the middle class having greater propensity for green consumption compared to the lower and upper classes. This effect can be explained by tension between need for assimilation (NFA) and need for differentiation (NFD) that varies among the three social classes in establishing their optimally distinctive identities. The lower class has a dominant NFA, the upper class has a dominant NFD, and the middle class has dual motivation for assimilation and differentiation. Concomitantly, green consumption has the dual function of assimilation and differentiation. The middle class perceives green consumption as simultaneously assimilating and differentiating, which satisfies their dual motivation and enhances their propensity for green consumption. By contrast, the lower class perceives the differentiation function of green consumption as contradicting their dominant NFA, and the upper class perceives the assimilation function as contradicting their dominant NFD, which lower both their propensities for green consumption. Furthermore, these effects are moderated by consumers’ power distance belief. These novel findings have significant theoretical and practical implications on building a more sustainable society.
Dr. Li Yan is a Lecturer (Assistant Professor) in Marketing at the College of Business Administration, Capital University of Economics and Business (CUEB). She obtained her Ph.D. in Marketing from the Monash University in May 2019. She had worked at the University of Technology Sydney (UTS) for one year before joining CUEB. She has extensive work experience in industry, including 6 years working at Beijing Benz Automotive Co., Ltd. (BBAC). Her research examines consumer psychology in the contexts of sustainable or green marketing, prosocial behavior, ethical decision-making, and services marketing. She has published in the Journal of Consumer Research, Journal of Marketing, Journal of Business Ethics and European Journal of Marketing.