A Model for Fair Trade Buying Behaviour: The Role of Perceived Quantity and Quality of Information and of Product-specific Attitudes
- 4.5k Downloads
In a sample of 615 Belgians a model for fair trade buying behaviour was developed. The impact of fair trade knowledge, general attitudes towards fair trade, attitudes towards fair trade products, and the perception of the quality and quantity of fair trade information on the reported amount of money spent on fair trade products were assessed. Fair trade knowledge, overall concern and scepticism towards fair trade, and the perception of the perceived quantity and quality of fair trade information, influence buying behaviour directly and indirectly through product attitudes. Interest in fair trade products, price acceptability and product liking have a significant impact on fair trade buying behaviour. Product interest is the most important variable influencing buying behaviour. Implications for the campaigns of governments and for the marketing strategy of fair trade organisations are offered.
keywordsattitudes Belgium buying behaviour fair trade information
Unable to display preview. Download preview PDF.
- Bollen K. A., Stine R. A. (1993) Bootstrapping Goodness-of-Fit Measures in Structural Equation Models. In: Bollen K. A., Long J. S. (eds) Testing Structural Equation Model. Newbury Park Ca, Sage Publications, pp. 111–135Google Scholar
- Boulstridge E., Carrigan M. (2000) Do Consumers Really Care About Corporate Responsibility? Highlighting the Attitude–Behavior Gap. Journal of Communication Management 4(4):355–368.Google Scholar
- Browne M. W., Cudeck R. (1993) Alternative Ways of Assessing Model Fit. In: Bollen K. A., Long J. S. (eds) Testing Structural Equation Models. Newbury Park, Sage, pp. 136–162Google Scholar
- Cobb-Walgren C. J., Ruble C. A., Donthu N. (1995) Brand Equity, Brand Preference, and Purchase Intent. Journal of Advertising 24(fall):25–41Google Scholar
- CRC-Consommation (1998) Commerce Ethique: les Consommateurs Solidaires. Paris, CRCGoogle Scholar
- De Pelsmacker, P., W. Janssens, E. Sterckx and C.␣Mielants: 2005a, ‘Consumer Preferences for Different Approaches to Marketing Ethical-Labelled Coffee’, International Marketing Review 22(5), 512–530Google Scholar
- De Pelsmacker, P., L. Driessen and G. Rayp: 2005b, ‘Do Consumers Care About Ethics? Willingness-to-Pay for Fair trade Coffee’, Journal of Consumer Affairs, 39(2), 361–383Google Scholar
- De Pelsmacker, P., W. Janssens, E. Sterckx and C.␣Mielants: 2006, ‘Fair Trade Beliefs, Attitudes and Behaviour of Belgian Consumers’, International Journal of Non-Profit and Voluntary Sector Marketing, 11(2), 125–138Google Scholar
- Doane D. (2001) Taking Flight: The Rapid Growth of Ethical Consumeris. London, New Economics FoundationGoogle Scholar
- Hair J., Anderson R., Tatham R., Black W. (1998) Multivariate Data Analysis. London, Prentice Hall InternationalGoogle Scholar
- Hines C., Ames A. (2000) Ethical Consumerism (A Research Study Conducted for the Co-operative Bank). London, MORIGoogle Scholar
- Hoyer W. D., MacInnis D. J. (2001) Consumer Behavior. Boston, Houghton Mifflin CompanyGoogle Scholar
- Hunt S. D., Vitell S. (1986) A General Theory of Marketing Ethics. Journal of Macro Marketing 8(Spring):5–16Google Scholar
- Hunt, S. D. and S. Vitell: 1993, ‘The General Theory of marketing Ethics: A Retrospective and Revision’, in␣Smith, N. C. and J. A. Quelch (eds,), Ethics in Marketing (Homewood, Ill Irwin), pp. 775–784Google Scholar
- Krier, J.-M.: 2001, Fair Trade in Europe 2001: Facts and Figures on the Fair Trade Sector in 18 European Countries. Research report for the European Fair trade AssociationGoogle Scholar
- Littrell M. A., Dickson M. A. (1999) Social Responsibility in the Global Market Fair Trade of Cultural Products. Thousand Oaks, CA, Sage PublicationsGoogle Scholar
- MacGillivray A. (2000) The Fair Share: the Growing Market Share of Green and Ethical Products. London, New Economics Foundation.Google Scholar
- MAFF: 2000, Consumers Want Action on Food Labels. http://www.defra.gov.uk/newsrel, accessed 2 February 2005.
- Maietta, O. W.: 2003, The Hedonic Price of Fair trade Coffee for the Italian Consumer. Paper presented at the International Conference on Agricultural Policy reform and the WTO: where are we heading? Capri.Google Scholar
- Maison, D.: 2002, ‘Using the Implicit Association Test to Study the Relation between Consumer’s Implicit Attitudes and Product Usage’, Asia Pacific Advances in Consumer Research 5, 206–207.Google Scholar
- Mintel: 1994, The Green Consumer. Mintel Special Report, UK.Google Scholar
- MORI [Market & Opinion Research International]: 2000, The First Ever European Survey of Consumers’ Attitudes Towards Corporate Social Responsibility. Research report for CSR Europe (London, MORI).Google Scholar
- Norberg H. M. (2000) Use of Collective Trademarks in Consumers Choice of Foods—Preliminary Results. Okonomisk Fiskeriforskning 10(2):144–161Google Scholar
- Oxfam, B.: 2003, Company InformationGoogle Scholar
- Pant, R. and K. Sammer: 2003, Labeling as an Appropriate Strategy and Instrument for Sustainable Consumption. Paper presented at the 6th Nordic Conference on Environmental Social Sciences.Google Scholar
- Roberts J. A. (1995) Profiling Levels of Socially Responsible Consumer Behavior: A Cluster Analytic Approach and its Implications for Marketing. Journal of Marketing Theory and Practice 3(4):97–117Google Scholar
- Salzhauer A. L. (1991) Obstacles and Opportunities for a Consumer Ecolabel. Environment 33(November):10–37Google Scholar
- Tallontire A., E. Rentsendorj and M. Blowfield: 2001, Ethical Consumers and Ethical Trade: A Review of Current Literature. Policy Series 12 (Natural Resources Institute).Google Scholar
- Ulrich P., Sarasin C. (1995) Facing Public Interest: The Ethical Challenge to Business Policy and Corporate Communications. London, Kluwer Academic PublicationsGoogle Scholar
- http://www.fairtrade.org.uk, accessed 2 February 2005.
- http://www.worldshops.org, accessed 2 February 2005.
- http://www.statbel.fgov.be, accessed 15 March 2005.
- Zadek S., Lingayah S., Forstater M. (1998) Social Labels: Tools for Ethical Trade. London, New Economics FoundationGoogle Scholar