Determinants of Fair Trade Product Purchase Intention of Dutch Consumers According to the Extended Theory of Planned Behaviour

A. Beldad () and S. Hegner ()
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A. Beldad: University of Twente
S. Hegner: Bielefeld University of Applied Sciences

Journal of Consumer Policy, 2018, vol. 41, issue 3, No 1, 210 pages

Abstract: Abstract 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.

Keywords: Fair trade; Ethical consumption; Theory of Planned Behaviour; Moral obligation; Self identity (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (18)

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DOI: 10.1007/s10603-018-9384-1

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