Fair Trade Consumption Research Articles

Determinants of Consumer Intention to Purchase Fair Trade Products in the Middle East: Does Gender Matter?

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.

The Ultimate Recycling? Positing the Effect of Past Life Belief on Fair Trade Consumption: A Preliminary Study

As societal and environmental injustices are increasingly prevalent, expectations for organizations to implement sustainable practices, such as Fair Trade, have grown. Previous research has demonstrated that Fair Trade consumers have the emotional attribute of compassion and the educational trait of desire for sustainability awareness. This paper builds on prior research by introducing consumers’ spiritual attributes of past life belief (PLB) and positing the effect of PLB on Fair Trade consumption (FTC). The article is novel as it is the first to introduce and link the spiritual attribute of PLB to FTC while addressing racism, religious discrimination, sexism, classism, societal and environmental stewardship, and nationalism. The sample size for this study is one hundred fourteen, N=114. Results were analyzed through hierarchical multiple regression. It was found that PLB is positively related to FTC.

A Cross-Cultural Study on the Role of Message Framing in the Promotion of Fair-Trade Buying Behavior

This cross-cultural study investigates the differential effects of message framing techniques in promoting fair-trade consumption between Eastern and Western cultures. A total of 414 Vietnamese participants from Vietnam and 342 American participants recruited through Amazon Mechanical Turk were randomly assigned to two message framing conditions. It emphasizes the interconnected nature of fair-trade consumption behavior, influenced by message framing, processing fluency, and justice restoration effectiveness. The findings provide practical insights for marketers in effectively engaging consumers in purchasing fair-trade products. This study contributes to the literature by illuminating the impact of message framing strategies on consumer behavior toward fair-trade products in different cultural contexts. Marketers can leverage cultural orientations and message processing styles to develop more effective communication strategies for promoting fair-trade product adoption. Specifically, loss-framed messages may be more persuasive in increasing purchase intention among Vietnamese consumers, while gain-framed messages may resonate better with American consumers. Additionally, messages emphasizing the positive outcomes and benefits of fair-trade products for farmers and producers can enhance consumers’ likelihood of purchasing such products.

The role of emotional imagery exposure on Fair Trade consumption and on compassion

This conceptual article posits the effect of emotional imagery exposure on Fair Trade consumption and on compassion. The paper theorizes that as consumers are exposed to greater levels of compassionate emotional imagery exposure (CEIE), they are more inclined to consume Fair Trade products and posits the moderator effect of compassion for oneself, others and the environment (COOE), as an emotion compatible with Fair Trade consumption. In addition, this paper theorizes the effect of CEIE on COOE. For example, researchers may determine if certain images and text evoke the emotion of compassion. Moreover, the paper provides suggestions for scholars to conduct empirical studies based on the developed theories and literature review.

Political ideology and fair-trade consumption: A social dominance orientation perspective

Purchasing fair-trade products can contribute to poverty eradication and social equality by promoting sustainable production. However, some consumers resist purchasing fair-trade products. This research replicates previous research findings that political ideology affects consumers’ preference for fair-trade products (Usslepp, et al., 2021), but we provide a novel psychological mechanism and identify two boundary conditions. Specifically, across five studies, we showed that conservative (vs. liberal) consumers are less likely to purchase fair-trade products (Studies 1a & 1b) and Social Dominance Orientation (SDO) can explain the relationship (Study 2). We also ruled out other potential mechanisms including emotional, motivational, and psychological factors. Further, we showed that when fair-trade product consumption is associated with feeling superior to others, conservative consumers express higher preferences for fair-trade products. Our findings have implications for marketers and policymakers in promoting fair-trade products, bridging the attitude-behavior gap, and building an equitable society.

The Role of Compassion and Sustainability Awareness on Fair Trade Fashion Consumption with Internet Engagement as a Moderator

This study focuses on the role that a) Compassion for Oneself, Others and the Environment (COOE) and b) Desire for Sustainability Awareness (DSA) have on Fair Trade Fashion Consumption (FTFC). The newly derived COOE and DSA constructs help us understand how emotions of compassion and the desire for sustainability awareness may influence consumer behavior. Online surveys were distributed consumers who shop at Fair Trade clothing companies and consumers shop at conventional clothing companies. The sample size for this study is one hundred and twenty-nine, N=129. Results were analyzed through correlation and multiple regression. It was found that COOE and DSA are positively related to FTFC. In addition, Internet Engagement (IE) functions as a moderator for the relationship between DSA and FTFC.

An investigation of Fair Trade product knowledge, beliefs, experiences and buying intentions of Generation Z in the US

The Fair Trade movement is an alternative way to conduct international and domestic business by trying to improve trading conditions of disadvantaged producers around the world through consumer actions. Consumers can support the movement by purchasing FT certified products, which confirm that products meet ethical principles and environmental standards that are set in accordance with the requirements. However, FT product sales in the US have been lagging in comparison to the FT product sales in Europe. For instance, per capita consumption of the value of FT products was approximately €3 in the US in comparison to €34 in the UK (Fairtrade International, 2016). This study investigates several variables that can influence Fair Trade consumption, and, specifically, the effects of consumers’ knowledge, beliefs and past experiences on their purchase intentions of Fair Trade products among urban youth consumers in the US. Using the Theory of Reasoned Action as the conceptual framework, data were collected from 154 subjects using an online survey. The results indicate that consumer knowledge about FT has significant positive influence on their purchase intentions, but this relationship is mediated and strengthened by their beliefs and past behaviour. We offer various implications of these findings to FT businesses and organisations.

Do young consumers care about ethical consumption? Modelling Gen Z's purchase intention towards fair trade coffee

PurposeA global shift in ethical/sustainable purchase drivers highlights Generation Z (persons aged 15–24) as an important market for producers and marketers. Although much research has touched on fair trade consumption, very little has focused on Gen Z's consumption patterns. This study provides insights into and implications of younger consumers' motivations in ethical/sustainable consumption.Design/methodology/approachThis research examines Gen Z's purchase intention towards fair trade coffee with the theory of reasoned action framework. Data were collected with a convenience sample, and analyses were conducted using structural equation modelling.FindingsThe research found a significant influence of knowledge of fair trade towards product interest. Furthermore, general attitudes towards fair trade had a significant influence on product interest, product likeability and convenience. Lastly, product interest and subjective norms significantly influenced Gen Z's purchase intentions towards fair trade coffee.Originality/valueFindings suggest that Gen Z's shift in ethical/sustainable consumption revolves around their subjective norms or peer influence circles and contributes to the notions of self-branding, identify claims and social currency. Younger generations are digital natives, and social media has created a looking glass into their actions. This digital expansion has created more opportunities for individuals to monitor the actions of others and release information in real-time. Therefore, ethical/sustainable consumption by Gen Z can be used as a communication tool among their peers to project personal values and ideological shifts and to influence others close to them.

It’s All about Distinction: The Lifestyle Embeddedness of Fair Trade Consumption

Social scientists have argued that ethical consumption is embedded into broader lifestyles running across various domains of social life. For instance, fair trade consumption might be part of a distinctive lifestyle, including behaviors such as going to fancy restaurants or the opera. We, therefore, investigate the relationships of the main dimensions of broader lifestyles to various aspects of fair trade consumption—from purchase frequency, to visiting specialized stores, to the identification with fair trade. The analysis relies on data collected in the Summer of 2011 in Zurich, Switzerland. Since per capita consumption of fair trade products in this country was on a comparatively high level, the results are also important for other societies experiencing only currently the mainstreaming of fair trade. The first dimension, distinctiveness of lifestyles, denoting orientations and behaviors with high social prestige in society, emerges as a substantial and important determinant of all included aspects of fair trade consumption. The second dimension, modernity, is only correlated with a subset of these aspects. These effects are robust, even when taking ethical and political orientations and resource endowment into account. Hence, differences between lifestyle groups do not simply reflect the social position of high-status consumers or their ethical and political views. They reflect orientations, mental representations and routines specific to these social groups. Broader lifestyles are, therefore, a relevant addition to explanations of fair trade consumption.

An empirical study identifying Fair Trade consumer attributes of compassion and sustainability awareness

While growing awareness, concern and expectation among stakeholders for companies to implement Corporate Social Responsibility (CSR) policies exists, the fashion industry's global supply chains and product lifecycles are unsustainable. Fair Trade apparel bridges that gap. The Fair Trade and CSR literature supports the idea that fair trade consumers should possess the attributes of (a) compassion for oneself, others and the environment (COOE) and (b) desire for sustainability awareness (DSA). In this study, we contribute to the literature by developing two new scales to measure these unique qualities. Online surveys were distributed to 1,197 individuals and 258 respondents make up the sample. An Exploratory Factor Analysis, using Principal Component Analysis (PCA) with Varimax Rotation was administered on all items, which made up both scales to determine discriminant validity. Scholars and practitioners can use both new scales to holistically analyse and identify the attributes that motivate consumers to purchase Fair Trade apparel.

Are you up for fair-trade products? Vertical dimension as a metaphorical representation of virtuous consumption

This article examines vertical dimension as a metaphorical representation of ethical consumption by testing the connection between ethical consumption and high verticality, and its implications for consumers when considering fair-trade products. This research first shows that the representation of ethical consumption in terms of high verticality manifests in a strong implicit association between moral virtues underpinning fair-trade consumption (e.g., justice, solidarity) and “up” (Study 1). This research then demonstrates that consumers explicitly associate fair-trade products with an elevated position (Study 2), and that a match between fair-trade products and increased physical elevation results in heightened altruistic behavior (Study 3). In addition, this article reveals that greater familiarity with fair-trade products enhances this metaphorical representation and its downstream effects on altruistic behavior (Studies 2 and 3). The theoretical and managerial implications of the present research are discussed in conclusion.

Moralising Markets, Marketizing Morality. The Fair Trade Movement, Product Labeling and the Emergence of Ethical Consumerism in Europe

ABSTRACT In this paper, I argue that the historical change in the organizational logic of the Fair Trade movement, embodied by Fair Trade labeling, has had an important effect on the emergence of ethical consumption in Europe. By establishing Fair Trade labels, the initial movement logic of political influence through education was supplemented and partly abandoned in favor of a market logic. Fair Trade movements in Western Europe differ in the way they organize and market fair traded goods. Drawing on organizational institutionalism and social movement theories of economic opportunity structures, it is elaborated how the emergence of a new organizational form and its underlying logic shape consumption patterns. Hypotheses are empirically tested using a quantitative multilevel design. Organizational data on national Fair Trade movements compiled from an organizational survey of the European Fair Trade Association are combined with individual-level survey data of the 1997 Eurobarometer for 12 European countries. Logistic hierarchical regression models reveal the crucial importance of the Fair Trade labels once diffused into consumer markets, controlling for organizational communication efforts as well as the number of distribution channels for individual Fair Trade consumption. Thus, adopting a market logic has been a powerful force in rendering Fair Trade successful.

The role of subjective knowledge and perceived trustworthiness in fair trade consumption for fashion and food products

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.

Fairtrade towns: Unpacking the dynamics of locally developed ethical retail geographies

One of the most significant recent developments in ethical retailing is the Fairtrade Towns initiative. Its emphasis on the promotion of Fairtrade consumption within entire urban landscapes, and the communities and organisations within them, represents a geography of consumption into which millions of consumers are actively or passively enrolled. This empirical research paper considers Fairtrade Towns as retail geographies that connect across scales, shaped by the local, and yet expressing ethics and care on a global scale. Within them, local activists are revealed to adopt a novel role as ‘citizen marketers’ promoting FT consumption by local consumers and institutions by both utilising their own social networks and adopting marketing practices more usually associated with industry professionals. The resulting evolution of Fairtrade Towns is shown to have passed through two stages. The first supporting the broader global ‘mainstreaming’ agenda of the FT movement, with the second more focused on a novel contribution of local ‘sidestreaming’ to horizontally interconnect a range of types of place within a locality. This process has enrolled novel types of place and space as components of a local ethical retail geography, but this is revealed to potentially generate both synergies and tensions across different types of local place and stakeholder.

Fair Trade phenomenon – limits of neoclassical and chances of heterodox economics

Contemporary research exploring the Fair Trade movement does not provide a clear answer whether the overall impact of Fair Trade is positive or negative and what are the real motives of Fair Trade consumers. In the paper we investigate whether the assumptions of selected heterodox schools (feminist, ecological and humanist) fit better to the reality of the Fair Trade movement than those of the neoclassical theory. Although ‘better fitness’ does not necessarily mean ‘better explanation’, the mismatch with reality may constitute an obstacle in identifying a crucial aspect of the researched phenomenon (i.e. Fair Trade), harming explanation of its existence and development.

A Matter of Principle: Comparing Norm-Based Explanations for Fair Trade Consumption

Research on fair trade consumption has proliferated in recent years. However, to date, systematic comparisons of the various theoretical models attempting to explain the purchase of fair trade products are rare. The present paper addresses this gap by comparing three theories which explain fair trade consumption by reference to a personal norm: The norm-activation model (NAM), the value-belief-norm (VBN) theory, and the value-identity-personal norm (VIP) model. Using data from a random sample of the general population in Zurich (Switzerland), the paper compares the explanatory power and the causal structures of these theories with structural equation models. The results show that the value-identity-personal norm (VIP) model explains the largest amount of variance in the purchase of fair trade products, followed by the value-belief-norm (VBN) theory. Furthermore, the analysis indicates that values influence the personal norm via specific beliefs (awareness of consequences and ascription of responsibility), as specified in VBN, as well as via the more general concept of an identity as a critical consumer, as hypothesized by VIP. In contrast, the results do not support the moderator-formulation of the NAM. The paper therefore concludes that VIP and VBN both represent valuable theories specifying complementary mechanisms for explaining fair trade consumption, whereas there is no evidence for the NAM as an explanation of fair trade consumption.

The Fair Trade consumer as a citizen-consumer: civic virtue or alternative hedonism?

This paper aims to explore Fair Trade consumer orientations by focusing on the ‘citizen-consumer’ dimension. Those who buy Fair Trade products are often regarded as consumers who are motivated by social responsibility and an altruistic spirit. However, some studies show that such consumers are not necessarily altruistic or political, but rather hedonistic and individualistic. In order to examine what kinds of people purchase Fair Trade products, we analyse the Fair Trade consumer's attitude using social survey data from Japan. The result of this analysis demonstrates that the variables concerning ‘alternative hedonism’ (creativity, quality of products, post-materialism) have positive effects on response in purchasing Fair Trade products. On the other hand, the variables concerning ‘civic virtue’ (dedication to the public interest, altruism, social support) have no significant effect on it. This result shows that Fair Trade consumers do not always internalise the movement's principles, but pursue their individual lifestyle in different ways. In other words, consumers' ‘little narratives’ are not an obstacle to the realisation of ‘grand narratives’, but rather a condition of the latter.

Engel Curves for Fair Trade Consumption and Development Perspectives for Producers: Evidence from Data on Real Fairtrade Purchases

While Fairtrade sales have exhibited two-digit growth rates over recent decades, their capacity to become large enough to generate substantial gains for producers is still uncertain. Estimating Fairtrade Engel curves based on real purchases, this article describes how Fairtrade consumption varies with consumer characteristics and total income. Results show high expenditure elasticities for Fairtrade demand, and suggest that market expansion lies in the growth of income per capita in import countries and in an increase in the diversity, availability, and quality of products. Implications for producers are drawn from the results.

Consumer Preferences for Foodstuffs Produced in a Socio-environmentally Responsible Manner: A Threat to Fair Trade Producers?

In recent years there has been an increase in social awareness about environment, production processes and product origin amongst consumers. Particularly in the agro-food industry, fair and responsible consumption has been proposed as a feasible alternative to conventional product consumption. Fair trade products are usually produced in developing countries and then commercialised in the rest of the world. However, we may compare this concept to that of “ethical-sustainable production” in developed countries, depending on the level of environmental responsibility, the way the production processes are developed and other business practices, which are similar to those used in fair trade. The findings reveal that the origin (local/regional) and the type of production are two attributes that are highly valued by consumers, with the socially and environmentally responsible production system and fair trade products providing a positive utility compared to conventional products. Three consumer groups have been identified with differentiated preferences: the group we call “Fair Trade Consumers”, who allocate more value to the type of production; “Local Consumers”, who allocate more value to the origin of products; and “Price Sensitive Consumers”, who are less inclined to pay for products deriving from socially and environmentally responsible practices and fair trade products.

Human Values as Determinants of Fairtrade Consumption in the Czech Republic

Ethical consumerism is a growing field. It attracts increasingly more attention not only from the supply and demand sides, but also from researchers. Numerous surveys are trying to describe consumers’ behaviour; many studies are trying to identify and analyse what contributes to the higher ethical consumption. While this is also the case of the Czech Republic, empirical evidence focused on the effect of consumers’ values on ethical consumerism in the Czech Republic is still missing. Therefore, our goal is to examine the effect of consumers’ values on Fairtrade consumption in the Czech Republic. We measure the values through the Human Values Scale (developed by S. Schwartz) and use socio-demographic characteristics as control variables in a multivariate model. We find that Universalism and Power are values which can predict the frequency of Fairtrade purchases among Czech online Fairtrade shoppers. Along with Universalism, gender proves to be an important predictor too. While generalizing our results, we must bear in mind that our sample describes only those who do purchase Fair trade products on-line.