RT Article
T1 Towards a Framework for Understanding Fairtrade Purchase Intention in the Mainstream Environment of Supermarkets
JF Journal of business ethics
VO 136
IS 1
SP 181
OP 197
A1 Yamoah, Fred Amofa
A1 Duffy, Rachel
A1 Petrovici, Dan
A1 Fearne, Andrew P.
A2 Duffy, Rachel
A2 Petrovici, Dan
A2 Fearne, Andrew P.
LA English
YR 2016
UL https://ixtheo.de/Record/1785657941
AB 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.
K1 personal values
K1 Theory of planned behaviour
K1 Schwartz value theory
K1 Fairtrade
K1 Ethical consumerism
DO 10.1007/s10551-014-2509-9