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3) Study 3 deepens study 2 and shows that the separated dimensions of face exert various impacts on consumer ecological product preference.
Especially, it has implications for policy-makers for Chinese ecological development that we should distinguish the different effects of various dimensions of face on consumer ecological product preference.
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As stressed again, compared to social-oriented face, consumers with morality-oriented face are more inclined to consume ecological products.
Moreover, we also explore the effects of different dimensions of Chinese face on consumer preference for ecological products.
Face drives people to care about their image and how others evaluate them, so it may strongly affect ecological consumer behavior (Shi et al. 2014).
However, there has been limited empirical research conducted on the impact of face on ecological consumer behavior, especially in terms of the cognitive differences between LIAN and MIAN, as most research has examined face as a whole concept associated with luxury goods consumption.
Mr. Curtiss likens the tack the campaign is taking to others that try to inform consumers of the ecological aspects of everyday products.
Thus, either for building a good reputation or for meeting inner moral requirements, consumers would choose ecological or ethical products rather than non-ecological ones.
The problem in extending that credibility to a brand is that consumers interested in ecological products generally are skeptical of commercial advertisements.
During this cycle of eco-evolutionary dynamics, we introduce a predator and/or a resource species with arbitrary timing when the consumers are at ecological equilibrium.
The ratio between theoretical optima for photosynthetic and SRB biomass yields is similar to observed ratios between primary producers and the secondary productivity of consumers in macroscale ecological systems [ 19, 54].
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