Towards a Framework for Understanding Fairtrade Purchase Intention in the Mainstream Environment of Supermarkets
| Autor: | Andrew Fearne, Fred A. Yamoah, Rachel Duffy, Dan Alex Petrovici |
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| Rok vydání: | 2014 |
| Předmět: |
Value (ethics)
Economics and Econometrics ComputingMilieux_THECOMPUTINGPROFESSION business.industry media_common.quotation_subject 05 social sciences Theory of planned behavior Ambiguity Public relations Mainstreaming General Business Management and Accounting Purchasing Arts and Humanities (miscellaneous) 0502 economics and business Economics Mainstream 050211 marketing Business and International Management Business ethics Marketing business Law 050203 business & management Consumer behaviour media_common |
| Zdroj: | Journal of Business Ethics. 136:181-197 |
| ISSN: | 1573-0697 0167-4544 |
| DOI: | 10.1007/s10551-014-2509-9 |
| Popis: | © 2014, Springer Science+Business Media Dordrecht. 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 m odels and helps advance understanding of consumers’ motivation to purchase ethical products. |
| Databáze: | OpenAIRE |
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