Towards a framework for understanding Fairtrade purchase intention in the mainstream environment of supermarkets

Fred Yamoah, Rachel Duffy, Dan Petrovici, Andrew Fearne

Research output: Contribution to journalArticlepeer-review

18 Citations (Scopus)
106 Downloads (Pure)

Abstract

Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what motivates consumers to buy ethical products. While researchers largely attribute the growth of ethical consumerism to an increase in ethical consumer concerns and motivations, widened distribution (mainstreaming) of ethical products such as fairtrade, questions these assumptions. As such, a model that integrates both individual and societal values into the theory of planned behaviour is presented and empirically tested to challenge the assumption that ethical consumption is driven by
ethical considerations alone. Using data sourced from fairtrade shoppers across the UK, structural equation modelling suggests that fairtrade purchase intention is driven by both societal as well as self-interest values. This dual value pathway helps address conceptual limitations inherent in the underlying assumptions of existing ethical purchasing behaviour models and aids understanding of what motivates consumers to buy ethical products
Original languageEnglish
Pages (from-to)181-197
Number of pages17
JournalJournal of Business Ethics
Volume136
Issue number1
Early online date23 Dec 2014
DOIs
Publication statusPublished - 1 Jun 2016

Keywords

  • ethical consumerism
  • fairtrade
  • Schwarts value theory
  • Theory of planned behaviour
  • personal values

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