This research explores how objective socioeconomic status (SES) (income, education and occupation) and subjective SES (perceived social standing) impact consumer behavior in sustainable consumption. Specifically, it examines the influence of SES-driven sustainable behavior on the effectiveness of food transformation salience (FTS) messaging, price premiums and conspicuous consumption, aiming to identify how these factors drive mindful consumption and inform targeted marketing strategies.
The research included three studies to explore the relationship between SES and mindful consumption. Study 1 examined how objective SES influences mindful consumption, controlling for demographic factors. Study 2 investigated how subjective SES and price premiums affect the effectiveness of FTS messaging as a mediator for mindful consumption. Study 3 explored the interaction between subjective SES and conspicuous consumption, with social proof acting as the mediator for mindful consumption behavior.
Study 1: Lower and middle objective SES groups show greater mindful consumption, driven by ethics. Study 2: Lower subjective SES individuals prefer low price premiums; higher SES groups associate high premiums with quality and status. Study 3: Conspicuous consumption boosts FTS response among low-SES individuals, while high-SES consumers are less affected due to stable social identity.
This study offers novel insights into how objective and subjective SES shape consumer responses to sustainable practices, revealing how price premiums, status signaling and social proof drive engagement with FTS messaging and mindful consumption.
