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Towards a framework for understanding fairtrade purchase intension in the mainstream environment of supermarkets

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)

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. (Contact us about this Publication)
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
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: Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Rachel Duffy
Date Deposited: 15 Jan 2015 12:58 UTC
Last Modified: 12 Feb 2020 16:17 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/46703 (The current URI for this page, for reference purposes)
Petrovici, Dan Alex: https://orcid.org/0000-0002-2688-5439
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