Towards a Framework for Understanding Fairtrade Purchase Intention in the Mainstream Environment of Supermarkets

Fred Amofa Yamoah (), Rachel Duffy (), Dan Petrovici () and Andrew Fearne ()
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Fred Amofa Yamoah: University of Kent
Rachel Duffy: University of Kent
Dan Petrovici: University of Kent
Andrew Fearne: University of Kent

Journal of Business Ethics, 2016, vol. 136, issue 1, No 13, 197 pages

Abstract: Abstract Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what motivates consumers to purchase 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. 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 and self-interest values. This dual value pathway helps address conceptual limitations inherent in the underlying assumptions of existing ethical purchasing behaviour models and helps advance understanding of consumers’ motivation to purchase ethical products.

Keywords: Ethical consumerism; Fairtrade; Schwartz value theory; Theory of planned behaviour; Personal values (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s10551-014-2509-9

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