Recieved: 06/30/2021
Accepted: 12/04/2021
Published: 12/30/2021
Keywords: social identity; consumer preferences; components of social identity; consumer behavior
p.: 39-52
DOI: 10.11621/npj.2021.0404
Available online: 30.12.2021
Anastasia D. Volkova, Natalya L. Ivanova, Olga I. Patosha. Social Identity and Consumer Preferences: Search for Relationship (Example of Local Food). // National Psychological Journal 2021. 4. p.39-52. doi: 10.11621/npj.2021.0404
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CopyBackground. With the growing role of economic environment in the socialization of a modern person, there is an increasing interest in understanding the socio-psychological mechanisms of human behavior when choosing goods. Economic realms are refl ected in the self-identification of the individual in relation to other people and social structures. The study of the relationship between social identity and the features of consumer behavior when choosing goods is relevant. At the same time, various aspects of social identity in connection with the peculiarities of consumer preferences remain poorly studied in social psychology
Objective. Background. With the growing role of economic environment in the socialization of a modern person, there is an increasing interest in understanding the socio-psychological mechanisms of human behavior when choosing goods. Economic realms are refl ected in the self-identification of the individual in relation to other people and social structures. The study of the relationship between social identity and the features of consumer behavior when choosing goods is relevant. At the same time, various aspects of social identity in connection with the peculiarities of consumer preferences remain poorly studied in social psychology
Design.The study was conducted online by presenting respondents with a questionnaire that included questions about consumer preferences and components of social identity. The sample was targeted by experts: consumers of food products of local production, citizens of the Russian Federation, aged 25 to 67 years (N = 200).
Results. The interrelation of cognitive and value components of social identity with the peculiarities of consumer preferences concerning general attitude to products, their characteristics and selection criteria is revealed. More significant connections were found between value components and all manifestations of consumer preferences. The interrelation between local and world identity and preference for food products of domestic production, as well as the features of the criteria for choosing food products among consumers with diff erent severity of the cognitive component of social identity, has been revealed.
Conclusion. New data on the relationship between cognitive and value components of social identity and the characteristics of consumer preferences were obtained. They can serve as a basis for a deeper analysis of the identity structure, understanding the role of identity in consumer behavior. The main limitations of the study relate to the sample and the methods used.pandemic.
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Anastasia D. Volkova, Natalya L. Ivanova, Olga I. Patosha. Social Identity and Consumer Preferences: Search for Relationship (Example of Local Food). // National Psychological Journal 2021. 4. p.39-52. doi: 10.11621/npj.2021.0404
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