Yamoah, Fred A., Duffy, Rachel, Petrovici, Dan Alex, Fearne, Andrew (2016) Towards a framework for understanding fairtrade purchase intension in the mainstream environment of supermarkets. Journal of Business Ethics, 136 (1). pp. 1-17. ISSN 0167-4544. E-ISSN 1573-0697. (doi:10.1007/s10551-014-2509-9) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided) (KAR id:46703)
The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. | |
Official URL: http://dx.doi.org/10.1007/s10551-014-2509-9 |
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.
Item Type: | Article |
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DOI/Identification number: | 10.1007/s10551-014-2509-9 |
Uncontrolled keywords: | Ethical consumerism, fairtrade, schwartz value theory, theory of planned behaviour, personal values |
Subjects: | H Social Sciences > H Social Sciences (General) |
Divisions: | Divisions > Kent Business School - Division > Department of Marketing, Entrepreneurship and International Business |
Depositing User: | Rachel Duffy |
Date Deposited: | 15 Jan 2015 12:58 UTC |
Last Modified: | 05 Nov 2024 10:30 UTC |
Resource URI: | https://kar.kent.ac.uk/id/eprint/46703 (The current URI for this page, for reference purposes) |
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