Fair Trade Consumption Research Articles

Influencing Fairtrade consumption through servant leadership: Bruce Crowther’s story

PurposeThis study aims to expand understanding of servant leadership beyond organisational boundaries by making an examination of its role in the establishment and growth of a social movement.Design/methodology/approachThis paper’s findings are developed from four sequential, semi-structured interviews and a narrated tour of Garstang with the founder of the Fairtrade Towns (FTT) movement. It follows a theoretical framework of servant leadership (SLship) from Spears (1996; 2009). Evidence is gathered through in-depth investigation of the activities of Bruce Crowther, the architect and driving force behind the FTT initiative.FindingsThe findings discovered how SLship operates in a social, place-based setting to influence Fairtrade consumption. The paper argues the success of the FTT movement is linked to Bruce Crowther’s leadership. The findings presented draw and expand upon Spears’ ten characteristics of SLship. Utilisation of this framework sees Crowther emerge as a servant leader operating at a community level to influence FT consumption via the FTT movement.Originality/valueThe paper makes a contribution to theory by identifying the novel characteristic of servant leaders that is exploring affinity and proffers it as an extension of Spears’ framework. It also provides valuable information about the impact and importance of SLship in the efficacious advance of ethical consumerism.

Are Ethical Consumers Happy? Effects of Ethical Consumers' Motivations Based on Empathy Versus Self-orientation on Their Happiness

Studies on fair-trade consumption have concentrated on economic, demographic, and ethical issues, and research on consumers’ moral emotions and self-orientation is limited. Although consumers’ satisfaction with their consumption has been emphasized in consumer studies and marketing, little substantive empirical research has addressed ethical consumers’ emotional satisfaction and the link between their motivations and happiness. This study focused on ethical consumers who regularly purchase fair-trade coffee to understand their moral emotions and self-orientation as motivations for fair-trade consumption and determine whether empathy and self-oriented motivations led to their happiness. A survey was conducted on 471 regular purchasers of at least one cup of fair-trade coffee weekly or a pack of fair-trade coffee beans monthly. The survey data were analyzed using partial least squares. The results showed that guilt was positively associated with empathy, which positively influenced self-actualization. Contrary to the proposed hypothesis, empathy did not elicit consumers’ happiness. As expected, narcissism affected self-actualization, which in turn elicited happiness. Happiness was positively associated with customers’ repurchase intentions for fair-trade coffee. The results of this study demonstrate the strong associations of the paths from narcissism to self-actualization, self-actualization to happiness, and self-actualization to repurchase intentions compared to the paths from guilt to empathy, empathy to happiness, and empathy to repurchase intentions. Contrary to common expectations, the results indicate that self-oriented motivations focused on self-actualization rather than moral emotions (guilt and empathy) play key roles in ethical consumers’ happiness with fair-trade consumption.

공정무역 소비 연구의 현황과 과제

본 연구는 공정무역 제품의 소비에 관한 연구의 현재 상태를 파악하고 미래 연구 방향을 모색하기 위하여 국내에서 이루어진 31편의 논문을 대상으로 연구 목적, 연구 목적에 따른 이론적 기초, 주요 연구결과, 연구방법, 연구대상을 중심으로 고찰하였다. 검토한 결과, 앞으로의 연구를 위해 다음가 같은 제언을 하고자 한다, 첫째, 공정무역 소비에 관한 대부분의 연구는 공정무역제품의 구매의도에 영향을 미치는 변수를 파악하려는 것으로 소비자 태도를 중심으로 한 계획행동모델을 수정하거나, 확대하여 변수들을 추가하고 있다. 그러나 새로운 변수를 추가하기 위해서는 기존 구성변수들과의 관계가 이론적으로 충분히 검토되어야 한다. 둘째, 본 연구에서 검토되고 있는 공정무역에 대한 소비자 태도, 구매의도 등을 측정하는 척도가 차이를 보이고 있다. 따라서 도출된 결과가 엄밀한 의미에서 이런 척도의 차이에서 비롯될 수도 있으므로 정확한 결론을 내리기 위해서는 적합한 측정도구가 개발되어 사용되어야 할 것이며, 척도를 정교화하려는 노력도 필요하다고 본다. 셋째, 공정무역제품의 구매의도에 영향을 미치는 변수를 규명하기 위한 연구들은 대부분 전통적인 조사방법을 사용하고 있는데, 이 방법에서는 구매의도가 과대평가되어 실제 행동 간에 갭이 존재할 수 있고, 횡단분석으로는 소비행동의 영향변수들 간의 인과관계를 명확하게 파악할 수 없다는 한계점이 있다. 따라서 현장실험, 사전-사후설계에 의한 실험방법은 이러한 한계점을 보완하는데 도움을 줄 수 있을 것이다. 넷째, 본 연구에서 검토되고 있는 대부분의 연구가 편의표집과 의도적 표집을 사용하고 있으며, 조사대상이 대학생, 30-40대 소비자로 실증적 결과를 일반화하는 데 한계가 있다. 이를 보완하기 위해서는 국가적 샘플을 사용한 대규모의 연구와 연령층을 확대하여 노인소비자를 포함한 연구도 필요하다고 본다.

Evolving Motives for Fair Trade Consumption: A Qualitative Study on Handicraft Consumers of India

Research on fair trade consumption, particularly on handicrafts, has been scarce in India. Globalization further complicates the understanding of their consumption patterns, which needs to be studi...

What determinants matter on fair trade products purchase: a case study of Taiwan

Eight years ago, the movement of Taiwan's fair trade (FT) began in coffee cafes and shops. However, until now the perception of FT consumption was very new to most consumers in Taiwan. What are the purchase determinants on FT products? Among these determinants, what matters most in consumer decisions? The purpose of this paper is to propose a multiple-criteria-decision-making (MCDM) model for purchase determinants on FT products from the perspectives of teachers and students at C University in Taiwan. According to the results, the respondents ranked product value, perception recognition and product label as the top three important dimensions. Among the 23 criteria studied, help producers, high recognition of FT perception, reliable quality, function and high preference of FT products were the five key factors when it making a purchase decision on FT products. The results provide reference to producers, consumers and the related parties.

What determinants matter on fair trade products purchase: a case study of Taiwan

Eight years ago, the movement of Taiwan's fair trade (FT) began in coffee cafes and shops. However, until now the perception of FT consumption was very new to most consumers in Taiwan. What are the purchase determinants on FT products? Among these determinants, what matters most in consumer decisions? The purpose of this paper is to propose a multiple-criteria-decision-making (MCDM) model for purchase determinants on FT products from the perspectives of teachers and students at C University in Taiwan. According to the results, the respondents ranked product value, perception recognition and product label as the top three important dimensions. Among the 23 criteria studied, help producers, high recognition of FT perception, reliable quality, function and high preference of FT products were the five key factors when it making a purchase decision on FT products. The results provide reference to producers, consumers and the related parties.

Fair trade consumers in Portugal: values and lifestyles

AbstractThis article results from an empirical research on FT in Portugal. The study combined qualitative and quantitative methods. Thus, biographical interviews and a survey were used to collect data about FT consumption practices as well as the profile of Portuguese FT consumers. Sociological portraits allowed for analysing the interviews. In this article one aims to presenting and discussing qualitative findings from this research. The main contribution of this article is to provide information about FT consumers' lifestyles. In order to achieve this goal, one presents nine sociological portraits. This article aims to clarify to what extend consumption practices of these FT consumers pursue, or not, buycotting strategies as a collective action aiming at promoting social change, or if buying FT goods is just a traditional action, without any ideological background.

Information Needs for a Purchase of Fairtrade Coffee

This research investigates what information German Fairtrade coffee consumers search for during pre-purchase information seeking and to what extent information is retrieved. Furthermore, the sequence of the information search as well as the degree of cognitive involvement is highlighted. The role of labeling, the importance of additional ethical information and its quality in terms of concreteness as well as the importance of product price and organic origin are addressed. A set of information relevant to Fairtrade consumers was tested by means of the Information Display Matrix (IDM) method with 389 Fairtrade consumers. Results show that prior to purchase, information on product packages plays an important role and is retrieved rather extensively, but search strategies that reduce the information processing effort are applied as well. Furthermore, general information is preferred over specific information. Results of two regression analyses indicate that purchase decisions are related to search behavior variables rather than to socio-demographic variables and purchase motives. In order to match product information with consumers’ needs, marketers should offer information that is reduced to the central aspects of Fairtrade.

Fair Trade market creation and marketing in the Global South

Fair Trade emerged to commercialise Southern products in the Global North on terms overtly beneficial to Southern producers. However, a contemporary phenomenon is the development of Fair Trade consumer markets within the Global South itself: and the paper explores this as a contribution to the evolving geographies of ethical consumerism. Data was captured from secondary sources and field visits that included in-depth interviews and participant observation. Analysis is informed by theories of market creation developed in economic geography and economic sociology. As such we focus on understanding (1) the architecture, or networks and institutions, of commercialisation, governance and certification and (2) the marketing practices and strategies, designed to resonate with and develop cognitive association amongst consumers. Given the alternative geographies of South–South vis-à-vis South–North Fair Trade, we deepen the geographical focus by applying frameworks emerging from the concept of ‘geographical entanglement’. Findings identify the similarities and differences of both Southern Fair Trade market creation and marketing compared to the European experience. In some cases, the place-based ‘othering’, often used to develop sympathetic cognitive frames in Northern marketing, is identified, but this time operates around alternative geographical binaries. In other cases, we highlight instances that avoid such divisive place-making, and which instead draw on inclusive, rather than divisive, imagined geographies, overlaid with the collective aspiration for development, pride and dignity. These findings therefore inform the nature of geographical entanglement followed by ethical market creation, as well as contributing to the wider theoretical understanding of moral geographies endogenous to the Global South.

Do information, price, or morals influence ethical consumption? A natural field experiment and customer survey on the purchase of Fair Trade coffee

We address ethical consumption using a natural field experiment on the actual purchase of Fair Trade (FT) coffee in three supermarkets in Germany. Based on a quasi-experimental before-and-after design the effects of three different treatments – information, 20% price reduction, and a moral appeal – are analyzed. Sales data cover actual ethical purchase behavior and avoid problems of social desirability. But they offer only limited insights into the motivations of individual consumers. We therefore complemented the field experiment with a customer survey that allows us to contrast observed (ethical) buying behavior with self-reported FT consumption. Results from the experiment suggest that only the price reduction had the expected positive and statistically significant effect on FT consumption.

Feeling Global, Acting Ethically: Global Identification and Fairtrade Consumption

ABSTRACTGlobal identification has become a popular construct in recent psychological debate as it relates to harmonious intergroup relations and a caring for all humanity. Based on social identity theorizing, the current research tests whether global identification can also predict consumer choices, at the expense of lower personal benefit. Importantly, we assumed that concerns about global injustice represent a crucial component of that relation. We predicted that participants who identified strongly with all humanity would rather choose a Fairtrade product alternative over a conventional one, compared with low identifiers. In addition, we assumed that this effect be mediated by perceived global injustice. Both predictions were confirmed in a consumer choice study (N = 68). Overall, global identification and globally relevant consumer behavior seem meaningfully interconnected, and we discuss these findings with regard to recent theoretical developments in Fairtrade consumption research.

“Beyond the Attitude-Behaviour Gap: Novel Perspectives in Consumer Ethics”: Introduction to the Thematic Symposium

Research into the ethical, sustainable, green and sociopolitical aspects of consumption has grown considerably since the 1990s. As Belz and Peattie (2009) suggest, however, perhaps the most consistent finding within this burgeoning literature has been inconsistency between what people say (or express via attitudes, values etc.) and what they actually do—the so-called ‘‘attitude-behaviour’’ and ‘‘intention-behaviour’’ gaps (e.g., Bray et al. 2011; Carrigan and Attalla 2001; Carrington et al. 2010; Chatzidakis et al. 2007; De Pelsmaker et al. 2005; Nicholls and Lee 2006). For instance, Young et al. (2010) observe that an estimated 30 % of consumers indicate concern about environmental issues, yet only 5 % translate this concern into action. Narrowing the gap between ethical consumption ‘‘attitudes/intentions’’ and actual consumption ‘‘behaviour’’ represents a challenge of practical and theoretical significance in light of the variety of top down and bottom up actors currently seeking to ‘‘mobilise the consumer’’ (Barnett et al. 2010) towards positive environmental and socio-economic outcomes. Extant research on the ethical consumption ‘‘attitudebehaviour’’ gap broadly falls into two camps. First, there is a considerable amount of psychological and attitudinal research that focuses on methodological flaws, situational issues, and the addition of further constructs (see e.g., Luzar and Cosse 1998; Ogden 2003). Methodological issues include the overreliance on quantitative survey formats that encourage rational answers rather than delving into everyday hedonistic shopping responses, and the desire for respondents to provide socially desirable answers and appear to be ‘good citizens’ (e.g., Trudel and Cotte 2009; Auger and Devinney 2007). Context-specific issues include lack of finance, time or appropriate product/brand information (e.g., labelling/brand image) or reluctance to change convenient shopping patterns (e.g., Shaw and Clarke 1999; De Pelsmaker et al. 2005). Authors have also proposed the addition of further constructs such as ‘‘ethical obligation’’, ‘‘self-identity’’ (Shaw and Clarke 1999; Shaw et al. 2000; Shaw and Shiu 2002a, b, 2003), and ‘‘commitment and sacrifice’’ (Carrington et al. 2014). Furthermore, a parallel line of research has examined potential variables that may increase the inconsistency between attitudes and behaviour rather than having an additional direct effect on behaviour (moderating variables). For instance, in the context of Fair Trade consumption, Chatzidakis et al. (2007) consider common beforeor afterthe-act justifications or ‘‘neutralisations’’ (Sykes and Matza 1957). Concurrently, we observe that a second camp of ‘interpretive’ and cross-disciplinary research has entered the discussion on the back of such developments. This literature stream argues that the ‘‘attitude-behaviour gap’’ is a methodological construction of decision-making modelling studies that continue to assume that consumer behaviour is rational and stripped away from a broader social, historical and cultural context (Caruana 2007a, b). This field conceptualises ethical consumers as sociallyconnected beings that establish shared meaning systems and construct complex consumption identities (Carrington R. Caruana University of Nottingham, Nottingham, UK e-mail: Caruana@nottingham.ac.uk

Fair trade: international literature review and research agenda

The aim of this study is to conduct a literature review, pointing to a research agenda on fair trade focused on management area. The specific objectives are: a) evaluate the quantity of publications over time; b) identify the most productive authors; c) identify journals with the most publications; d) identify the keywords used; e) identify the most cited articles. Using bibliometric method, our major findings were: fair trade literature is recent, has two core journals and has no consolidated productive elite. The quantity of articles focused on fair trade consumption and the prevalence of studies on agricultural (especially coffee) products were also explored. Finally, the analysis of the most-cited papers led to the inference that the subject is relevant to international publications. From this analysis, we can point to a research agenda as well as the importance of Latin America in this context.

Social- and self-image concerns in fair-trade consumption

Social interactions may alter the purchase of fair-trade food products by triggering social- or self-image concerns. We identify these concerns by eliciting the willingness-to-pay (WTP) premium for fair-trade vs. non-fair-trade chocolate of subjects under various conditions. We find that both social- and self-image matter: (i) subjects' WTP premium for fair-trade is higher when their decisions are made public; and (ii) subjects revise this premium upward (downward) when their expectations about the premium of others increase (decrease). However, there are significant asymmetries. Making decisions public decreases the WTP for non-fair-trade chocolate rather than increases the WTP for fair-trade chocolate. Downward revisions of the premium are larger and more frequent than upward revisions.

The influence of personal values on Fair Trade consumption

Abstract Few studies investigate the motives underlying the consumption of Fair Trade (FT) products, although the movement has grown substantially in the last decade. This study examines the influence of personal values on FT consumption using data collected from 268 Canadian consumers. Using an adapted version of the Rockeach list of values, three classes of values are identified: self-directed, equality and social justice, and power and social status. Using structural equation modeling, the study shows a positive and significant effect of equality and social justice values on FT consumption; a negative and significant effect of power and social status values on FT consumption; and no significant effect of self-directed values on FT consumption.

Fair trade consumption from the perspective of US Baby Boomers

Purpose – The purpose of this study is to expand the knowledge base of Baby Boomers’ attitudes, behaviours and perceived barriers related to fair trade purchasing. Design/methodology/approach – This study included 168 Baby Boomers. Data were collected through an online questionnaire. Data analysis included a combination of both quantitative (descriptive statistics, independent samples t-tests and correlation analysis) and qualitative techniques. Findings – Findings indicated that the participants exhibited positive attitudes towards fair trade but were minimally engaged in fair trade purchasing. Furthermore, the participants perceived numerous barriers to purchasing fair trade products including the incompatibility of fair trade merchandise with lifestyles, the inability to touch and see fair trade products prior to purchase and difficulty in identifying fair trade items. Research limitations/implications – A limitation of this study is that the sample was well-educated university faculty and it is not representative of all Baby Boomers. Practical implications – Fair trade entities need to be more effective in marketing the advantages of the fair trade. Fair trade organizations should consider targeting marketing strategies specific to the unique demographic and psychographic characteristics of Baby Boomer consumers. Originality/value – This research expands understanding of the consumer behaviours of US Baby Boomers related to fair trade. An additional contribution is the comparison of differences in fair trade knowledge, attitudes and behaviours of Early vs Late Baby Boomers. It also has potentially important implications for fair trade organizations, as the paper discusses marketing strategies specific to Baby Boomers.

Is There a “Fair” in Fair-Trade? Social Dominance Orientation Influences Perceptions of and Preferences for Fair-Trade Products

In recent years, there has been a surge in popularity of the fair-trade industry, which seeks to improve trading conditions and to promote the rights of marginalized workers. Although research suggests that fair-trade products are perceived as promoting social and economic responsibility, some individuals—namely, those who seek to maintain existing group inequalities (i.e., those high in social dominance orientation or SDO) or those induced to think inequality is a good thing—may not share this perception. Across three studies, we found that (1) SDO relates negatively to fair-trade consumption, and (2) this relationship is mediated by the tendency for high-SDO individuals to see fair-trade products as less compatible with their conception of social justice. Our findings held after controlling for related individual-differences variables, and regardless of whether SDO was measured or manipulated. Implications for how to maximize the likelihood that people will perceive fair-trade products as “fair” are discussed.

Fair Trade Consumption and the Limits to Solidarity

On the basis of an online survey (n=185) of university student consumers and ethnographic "shopalongs" with 10 participants, this article demonstrates that while students are often inspired by the things they learn about Fair Trade and related labels in their university classrooms or from friends, they remain uncertain about what Fair Trade is precisely trying to accomplish. With the goal of shedding light on the lived experience of consumption and the contradictions that shape students' shopping practices, we identify three primary factors limiting students' ability or willingness to consume in solidarity with Fair Trade producers: (1) the students' reluctance or inability to devote significant amounts of time to shopping and consumption related research, (2) the influence of their ingrained consumption habits, including those learned from their parents, and (3) the perceived lack of Fair Trade products in local retail outlets. We maintain that in terms of encouraging Fair Trade consumption, the last factor is the most significant and most readily addressed. Consequently, in the paper's conclusion, we make several suggestions for increasing Fair Trade's visibility on campus and its surroundings.

Ethical Consumption in Germany

Summary The study investigates determinants of self-reported Fair Trade (FT) consumption in Germany. Narrow conceptions of social action according to which economic constraints are decisive are complemented with theoretical considerations that point to the social function of ethical consumption. The effects of income, social status, attitudes, and personal values are analyzed. For the empirical analyses, cross-sectional data from the biennial general population survey, “Environmental Awareness in Germany”, are used. The results based on six consecutive surveys from 2000 to 2010, suggest that the resource dependence of FT consumption cannot be ignored, for income has proved to be a relevant determinant in almost all multivariate models. However, the findings also lead to the conclusion that social status, the FT specific attitude, general environmental concerns as well as solidarity and religiousness are important determinants. The study points to FT consumption as a form of middle- and upper-class distinction.

Buying for a Better Tomorrow? – A Literature Review of Fair Trade Consumer Motivations

This research summarizes and analyzes the academic literature on motivations of consumers of Fair Trade products. Basic disciplinary, methodological approaches and thematic emphases are described. Ethical consumption, labeling, and the significance of meaning and identity in consumption of Fair Trade are the three main themes found to predominate in the literature. All three themes are found to be addressed across disciplines. Two major Fair Trade models, referred to in the paper as alternative and mainstream, found in the Fair Trade consumer literature, are shown to be linked to patterned variations in the central concerns of authors about ethical consumers, labeling and identity. The mainstream model favors incorporating Fair Trade products into the current global system in place on a larger mass-produced scale where economic solutions are going to push Fair Trade into a more sustainable path. This model was found to be more prevalent in literature in the Economic (Arnot (2010), Becchetti (2007), De Devitiis (2011), Loureiro (2005), Ozcaaglar-Toulouse (2006)), and Business disciplines (DePelsmacker (2005), Doran (2009), Ferran (2007), Gielissen (2011), Laine (2009), Morrell (2010), Nicholls and Opal (2004)). The alternative models are more concerned with finding different ways to sell and market Fair Trade products compared to the mainstream, and emphasize equity as well as economics as a solution for sustainability of the Fair Trade system. This model was found to be more prevalent in the Social Science litterature (Adams (2010), Brown (2009), Brown (2010), Clarke (2007), Howard (2010), Jaffee (2010), Low and Davenport (2009), Lyon (2006), Raynolds (2002), Soron (2010), Webb (2007), Zick Varul (2008)), Environmental Design and Politics (Fridell (2007)), Political Ecology (Bryant (2004)), Environmental Design and Politics (Political Science (Micheletti (2008)), and Design and Merchandising disciplines (Littrell (1999), Littrell (2010)). This paper contrasts the key differences in analysis of ethics, labeling, meaning and identity in consumer motivations within these two major Fair Trade models and suggests that better communication across disciplinary boundaries is needed. Also recommended is increased recognition and articulation of underlying assumptions of the different models of Fair Trade and acknowledgement of their influence on research questions and conclusions. This research makes evident the need for more empirical research on consumers of Fair Trade and increased integration of broader understandings derived from research across disciplines to increase the capacity of Fair Trade to deliver on its promises.