Figure 1
The model shows a box titled “STIMULUS”, and inside this box, the listed points are as follows: “Sustainability”, “Fair Trade”, and “Society expectation”. From “STIMULUS”, a double-headed arrow is raised and extends rightward and points to a text box in a vertical orientation titled “ORGANISM”, with the following points listed inside the box as follows, “Conspicuous versus inconspicuous consumption”, “Conspicuous consumption plus Self-monitoring”, and “Conspicuous consumption plus A T S C I”. From “Conspicuous versus inconspicuous consumption”, a double-headed arrow labeled “H 1” is raised and extends rightward and points to a text box titled “RESPONSE”, which contains the following text inside it, “Willingness to pay”. From “Conspicuous consumption plus Self-monitoring”, a double-headed arrow labeled “H 2” is raised and extends rightward and points to “RESPONSE”. From “Conspicuous consumption plus A T S C I”, a double-headed arrow labeled “H 3” is raised and extends rightward and points to “RESPONSE”. At the bottom left, a text reads “Source(s): Authors’ own work”.Conceptual model