Journal
JOURNAL OF RETAILING AND CONSUMER SERVICES
Volume 76, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.jretconser.2023.103531
Keywords
Dark triad; Narcissism; Machiavellianism; Psychopathy; Virtue signaling; Status consumption; Praise from others; Organic food
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This study found that the dark triad personality traits are indirectly linked to organic food consumption, mediated by consumers' status consumption, praise from others, and virtue signaling. However, virtue signaling only plays a role in individuals with high levels of narcissism and Machiavellianism.
The current study sought to test whether the dark triad personality traits of narcissism, Machiavellianism, and psychopathy can be indirectly linked to organic food consumption through consumers' levels of virtue signaling, status consumption, and praise from others. Based on a survey (N = 337) and structural equation modeling, we found consistent evidence for the notion that the links between each dark triad trait and (a) organic food pur-chase intentions, and (b) willingness to pay (WTP) for organic foods are mediated by status consumption and praise from others. Additionally, virtue signaling mediated this interplay for people who exhibit high (vs. low) degrees of narcissism and Machiavellianism, but not those who exhibit high (vs. low) degrees of psychopathy. Given that sustainability-related responses are typically portrayed as prosocial and positive, these results paint a more complex picture, with our findings linking organic consumption to a set of dark personality traits.
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