The antecedents and consequences of sustainable involvement towards fair trade products: moderating effect of perceived consumer effectiveness

PurposeAlthough the relationships between subjective norms, personal norms, consumer social responsibility and consumer attitude have been studied, the direct or indirect relationships that potentially exist between these factors influencing consumer purchase intention remain unclear. Because attracting consumers to purchase fair trade (FT) products is fundamental to the success of the FT movement, the study introduced a theoretical framework that emphasizes the mediating role of personal norms and consumer attitude towards FT product purchases in the effects of subjective norms and consumer social responsibility on consumer purchase intention towards FT products.Design/methodology/approachData were collected from 398 university students; structural equation modelling was applied to analyse the data. Mediation analysis was also performed to determine potential direct or indirect relationships between factors.FindingsThe results revealed that subjective norms and responsibility to support FT products affect personal norms and attitude towards purchasing such products, which in turn influenced consumer purchase intention toward purchasing these products. Personal norms partially mediate the influence of subjective norms and consumer social responsibility on attitudes towards purchasing FT products. By contrast, the consumer attitude fully mediates the effects of subjective norms, consumer social responsibility and personal norms on purchase intentions towards FT products.Originality/valueBecause consumer purchasing is critical to the success of the FT movement and to achieving the UN's SDGs, this study helps FT marketers to better understand the effects of subjective norms and consumer social responsibility on consumer behavioural intentions and to develop effective marketing and promotion strategies for increasing consumer purchase intention.

PurposeThe purpose of this paper is to examine young female consumers' purchase behaviours related to non‐food fair trade products. Interrelationships among beliefs, attitudes, perceived behavioural control, and purchase intentions in regard to fair trade products were examined within a framework of the theory of planned behaviour to arrive at an in‐depth understanding of young female consumers' fair trade consumption.Design/methodology/approachUsing a probability sampling approach, 810 complete responses were collected via web‐based surveys from 18‐28 year old female college students at a large Midwestern university. Path model analysis was employed to test the proposed model and research hypotheses.FindingsThe results revealed that young female consumers' beliefs about the fair trade concept and product attributes, attitudes toward fair trade purchases, and perceived behavioural control in regard to fair trade purchases, were all important factors in determining consumers' intentions to purchase a fair trade product.Research limitations/implicationsSeveral important strategic implications emerged in this study for fair trade retailers targeting young female consumers. The generalization of the findings to the US population may be limited because the data were collected from a small to medium‐sized community with a fair trade specialty store.Originality/valueThis study focused on providing insights for a previously unaddressed fair trade consumer segment – a younger female consumer group between ages 18 and 28. The results of this study may provide insight to artisan producers and retailers in expanded opportunities to distribute, market, and promote fair trade products to this consumer segment.

The study reported in this paper investigated the determinants of fair trade (FT) product purchase intention among Dutch consumers according to the extended Theory of Planned Behaviour and determined whether the effects of those determinants differ between male and female consumers. To test the various research hypotheses, an online survey with 499 respondents from a Dutch research panel was employed. Results of the multi-group analysis using a structural equation modelling approach reveal that FT product purchase intention of both male and female consumers are predicated on moral obligation and self-identity. The impact of subjective norm on purchase intention is statistically significant for male consumers only. Analyses reveal that, indeed, the impact of subjective norm on FT product purchase intention is moderated by consumers’ gender.

Fair trade is international trade that pays just wages, supplies stable and eco-friendly products, and supports the sustainable development of economies. This study examined consumers ‘cognition of fair trade, product intention of fair trade products, and consumer demand for fair trade education. We compare these variables between Korean and Chinese consumers and explored variables that affect consumers’ cognition, purchase intentions and consumer education demand. This study randomly targeted 428 adult consumers in Seoul (219) and Beijing (209) to grasp the demand of customer education and a purchasing intention for fair trade products. The results of this study are as follows. First, participants showed a low cognition of fair trade and purchase intention, while consumer demand for fair trade education on concept, campaign and effect had a comparatively higher level. Chinese consumers showed a higher level of purchase intention, but a lower level of consumer education demand for fair trade concepts. Second, a higher education level resulted in a higher cognition of fair trade by Korean consumers and more experienced Chinese consumers had a higher cognition. Third, the cognition of fair trade affected the purchase intentions positively for both in Korean and Chinese consumers. Finally, cognition and purchase intention showed positive effects of the consumer demand for fair trade education on concept, campaign, and effect.

Effects of perceived justice of fair trade organizations on consumers’ purchase intention toward fair trade products

Research in the U.S. on fair trade consumption is sparse. Therefore, little is known as to what motivates U.S. consumers to buy fair trade products. This study sought to determine which values are salient to American fair trade consumption. The data were gathered via a Web-based version of the Schwartz Value Survey (SVS) and were gleaned from actual consumers who purchase fair trade products from a range of Internet-based fair trade retailers. This study established that indeed there are significant interactions between personal values and fair trade consumption and that demographics proved to be useless in creating a profile of the American fair trade consumer.

This article explores how neutralisation can explain people’s lack of commitment to buying Fair Trade (FT) products, even when they identify FT as an ethical concern. It examines the theoretical tenets of neutralisation theory and critically assesses its applicability to the purchase of FT products. Exploratory research provides illustrative examples of neutralisation techniques being used in the FT consumer context. A conceptual framework and research propositions delineate the role of neutralisation in explaining the attitude-behaviour discrepancies evident in relation to consumers’ FT purchase behaviour, providing direction for further research that will generate new knowledge of consumers’ FT purchase behaviour and other aspects of ethical consumer behaviour.

Background Consumers are increasingly mindful of the influence of their consumption choices on the environment and society, leading to a significant increase in demand for fair trade products. However, while this trend has been rapidly growing in recent years, the market for fair trade products is still in its early stage in the Middle East, despite the region’s high per capita income. Focus of the Article This study investigates the motivations behind fair trade product consumption in the Middle East. By doing this, it aims to provide valuable insights and practical implications for developing effective and tailored marketing strategies to promote fair trade products in the region. Research Question This study addresses two main questions: (1) To what extent do environmental consciousness, social norms, moral obligation, and attitude influence Middle Eastern consumers’ intention to purchase fair trade products? (2) Does gender moderate the relationships between these variables and fair trade purchase intention? Importance to the Social Marketing Field By shedding light on the drivers of fair trade consumption in the Middle East, a largely under-researched region, this study expands the social marketing literature and informs advancements in the field. The findings equip marketers and policymakers with valuable insights for devising effective and tailored marketing strategies to promote fair trade products in the Middle East market. Method The data were collected through an online survey administered to 252 consumers in the United Arab Emirates using Qualtrics. Established scales were adopted from prior research to measure the constructs. The hypotheses were tested using structural equation modeling analysis and multi-group analysis. Results The results showed that attitude towards fair trade products had the highest impact on purchase intention, followed by environmental consciousness, social norms, and moral obligation. Notably, the moderating analysis revealed that while attitude and environmental consciousness had comparable effects across genders, the impact of social norms on the intention to purchase fair trade products was significantly higher for females than males. Moral obligation, on the other hand, only significantly affected males’ intention to buy fair trade products. Recommendations for Research or Practice The study offers valuable insights for marketers and policymakers seeking to promote fair trade products in the Middle East market and highlights the need for tailored marketing strategies that consider gender differences in fair trade consumption. Limitations The data were collected through a cross-sectional survey of the general public in the UAE based on voluntary participation. While this approach is commonly used in ethical consumption research, the potential for selection bias may limit the generalizability of the results.

PurposeThe purpose of this study is to examine how subjective knowledge about fair trade products and the perceived trustworthiness of information about fair trade goods influence purchase intention and reported purchase behaviour across two product categories, namely, fashion and food.Design/methodology/approachData were collected from an online survey with a sample of 1,616 consumers in four European countries, namely, Germany, Italy, Austria and the UK.FindingsThe results show that subjective knowledge moderates the positive relationship between intentions to purchase and reported purchase behaviour of fair trade products, however, the moderating role of perceived information trustworthiness was not significant. Furthermore, both the intention to purchase and reported purchase behaviour are significantly lower for fair trade fashion products than for fair trade food products.Practical implicationsThis paper shows how fair trade consumption behaviour is mainly influenced by subjective knowledge about fair trade products. It reveals existing differences in both the buying intentions and reported purchase behaviour in different European markets.Originality/valueThis research broadens the understanding of consumers’ fair trade consumption behaviour across two different product categories and four different countries, with a focus on the interaction effect of consumers’ subjective knowledge and information trustworthiness.

Organic green purchasing: Moderation of environmental protection emotion and price sensitivity

Fair Trade is a trading partnership that seeks greater equity in international trade, and is backed by Fair Trade consumers who accept to pay an 'ethical price premium' to contribute to sustainable development in the South. The question 'What do purchasers of Fair Trade products want?' can be split into two questions. First, what do they want to 'say' with their choice? To answer this question, it is necessary to examine buying motives, but also barriers that may explain the gap between attitudes and actual behaviour. Fair Trade consumption can be seen as a solidarity-based commitment, since Fair Trade consumers' concerns mainly relate to the well-being of workers and farmers in developing countries. These motives are mainly linked to universal personal values, but are combined with other motives such as taste or quality, linked with self-oriented values. Besides, several barriers contribute to an explanation of the gap between positive attitudes towards Fair Trade and consumers' actual behaviour: lack of awareness, social norms, perceived behaviour control and perceived consumer efficiency, but also price and taste. The second question is 'What do purchasers of Fair Trade products want to purchase, and where?' If results from initial studies are confirmed, not all Fair Trade consumers may want the same product: for most of them, a double 'organic and Fair Trade' label may add value to the product, but for some consumers this double label can devalue Fair Trade products. Besides, not all consumers want the same distribution channels: those who pay attention to convenience and availability want to find Fair Trade products in supermarkets, but more committed consumers seem to prefer alternative Fair Trade shops. Finally, this literature review highlights the diversity of consumer profiles and desires and dilemmas affecting Fair Trade, and suggests some research issues for a better understanding of the Fair Trade consumers and Fair Trade movement perspectives.

This study examined gender differences in university students' intentions to buy fair trade (FT) products through the lens of the moral norm extended theory of planned behaviour (TPB). Data were obtained from 782 students at the University of Luxemburg. Results of structural equation analysis indicated that the inclusion of moral norms increased the explained variance in behavioural intentions from 62 to 69.4%. Compared to men, women reported more favourable attitude, higher moral obligation, and stronger intentions toward buying FT prod- ucts. Moderating analyses showed that the attitude-intentions relationship was stronger for men, whereas the perceived behavioural control-intentions relationship was stronger for women. The implications of the moderation analysis are that sustainability professionals seeking to encourage university students' intentions to buy FT products should develop gender-targeted interventions: for men, more emphasis should be placed on attitude toward buying FT products (i.e., the advantages of adopting this behaviour), and for women, more emphasis should be placed on perceived behavioural control (e.g., factors that facilitate the purchase of FT products).

In the scientific literature, there is little evidence of empirical research concerning the impact of fair trade (FT) on shopping behaviour (this is practically non‐existent, if we consider studies in emerging economies. For this reason, the aim of this research is to analyse to what extent consumers value FT practices in the context of an emerging economy and how these affect their purchase intentions. For this purpose, partial least squares structural equation modelling (PLS‐SEM) is used. The data are based on a sample of 409 consumers of an emerging economy (Peru). According to the results, the intention to purchase FT products by Peruvian consumers depends directly on the variables FT knowledge and attitude towards FT. Furthermore, the indirect influence on the purchase intention of the beliefs about FT variable is verified. On the other hand, the results obtained indicate that there are no differences between Peruvian women and men in terms of direct relations among model constructs. These results enable understanding consumer valuations of emerging economies concerning the responsible practices of firms. The study's findings have significant implications for the management of FT by public organisations and firms. There is evidence that consumers can start to value these FT policies, since they show a favourable disposition towards the consumption of products made or marketed with FT practices.

CONSPICUOUS GREEN PURCHASE INTENTION: THE MEDIATING ROLE OF CONSUMER ETHICS AND CONSPICUOUS CONSUMPTION

There is much still to learn about the nature ot fair trade consumers. In light ot the Pope's encyclical Caritas in Veritate, this article sought to advance the current understanding by investigating the role of religion in fair trade consumption. In this study, fair trade consumers and non-consumers across many religions as well as the non-religious described their consumption of fair trade products as well as the use of their religious beliefs in their purchase behavior. It appears that the non-religious are slightly more inclined toward buying fair trade products. Of the religious observers studied, Buddhists have a greater propensity to buy fair trade. The relationship between religion and fair trade consumption is complex in that religious affiliation -group membership - alone is not enough to encourage members to buy fair trade; rather, it is the use of religious beliefs as a criterion in consumption behavior that linked religion to fair trade consumption.