Communicating Sustainability to Ethnocentric Consumers in China: Focusing on Social Distance from Foreign Corporations

Sustainability

Gain Park¹  HyunSoon Park² 

[1] Department of Journalism and Media Studies, New Mexico State University, Las Cruces, NM 88003, USA;Department of Media and Communication, Sungkyunkwan University, Seoul 03063, Korea;

关键词: sustainability communication;    construal level theory;    consumer ethnocentrism;    social distance;    consumer evaluation;   

DOI  :  10.3390/su13010047

来源: DOAJ

【 摘 要 】

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.

【 授权许可】

Unknown