Integrating fair trade with circular economy: Personality traits, consumer engagement, and ethically-minded behavior

Smirti Kutaula, Alvina Gillani, Leonidas C. Leonidou and Paul Christodoulides

Journal of Business Research, 2022, vol. 144, issue C, 1087-1102

Abstract: With the concept of circular economy gaining increasing momentum, its connection to consumer behavior, particularly focusing on fair trade, has been relatively unexplored. Building on cognitive-affective personality system theory, we examine the role of consumer personality traits as drivers of fair trade engagement and its subsequent impact on ethically-minded behavior concerning circular economy issues. Adopting a mixed-method approach, comprising a quantitative survey among 323 consumers in the UK and India and a qualitative study among 18 British consumers, we found that extraversion, agreeableness, and conscientiousness positively affect consumer fair trade engagement, whereas neuroticism has a negative effect, and openness has no significant impact. Consumer fair trade engagement was subsequently revealed to positively influence ethically-minded behavior related to circular economy. The association between consumer fair trade engagement and ethically-minded behavior was stronger in older, more educated, and high-income consumers, whereas gender had no moderating role.

Keywords: Circular economy; Consumer engagement; Consumer ethics; Fair trade; Personality traits (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:144:y:2022:i:c:p:1087-1102

DOI: 10.1016/j.jbusres.2022.02.044

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