Article,

Ethical Consumerism in Global Perspective: A Multilevel Analysis of the Interactions between Individual-Level Predictors and Country-Level Affluence

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Social Problems, 63 (3): 303-328 (2016)http://dx.doi.org/10.1093/socpro/spw009. (ISSP).
DOI: 10.1093/socpro/spw009

Abstract

Early empirical research on ethical consumerism - the deliberate purchase, or avoidance, of products for political, ethical, or environmental reasons - was primarily individualistic in nature. Recently, scholars have demonstrated the importance of structural and cultural contexts to the explanation of ethical consumerism, rendering explanations that fail to account for such contexts incomplete. Unfortunately, most of this research has been contained within Europe, limiting potentially important country-level variation. Because theories of ethical consumerism suggest interactive relationships between individual- and macro-level variables, the Euro-centric nature of existing research raises questions about theoretical generalizability across all levels of analysis. This study uses the 2004 citizenship module of the International Social Survey Program (ISSP) - a data set that allows for increased country-level heterogeneity while maintaining the highest standards of data quality - to run a series of multilevel, logistic regression models with cross-level interactions between country-level affluence and individual-level predictors. Seven of the eight individual-level predictors analyzed in these interactions are either more influential in high-affluence countries than in low-affluence countries or exhibit statistically uniform effects across the range of affluence. The lone exception is association involvement, which is more influential as affluence decreases. The need to develop interactive models of political participation is discussed.

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