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Global Social Preferences and the Demand for Socially Responsible Products: Empirical Evidence from a Pilot Study on Fair Trade Consumers

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Leonardo Becchetti
Furio Camillo Rosati

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Abstract

We analyse behaviour and motivations of a sample of about 1,000 consumers purchasing 'fair trade (FT) goods', i.e. food and artisan goods which include socially responsible (SR) characteristics and a price premium for primary product producers with respect to equivalent non-FT products. By estimating a simultaneous two-equation treatment effect model we find that FT products have less than unit of income elasticity and their demand is negatively (positively) correlated with geographical distance from the nearest shop (age and awareness of SR criteria). Awareness of SR criteria depends, in turn, on a series of factors (consumption habits, membership of volunteer associations) which, indirectly (via increased awareness), significantly affect consumption. We also measure consumers' willingness to pay in excess for the SR features of FT products with a contingent evaluation approach and find that it is positively correlated with awareness of SR criteria. Copyright 2007 The Authors
Journal compilation Blackwell Publishing Ltd. 2007 .

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Article provided by Blackwell Publishing in its journal World Economy.

Volume (Year): 30 (2007)
Issue (Month): 5 (05)
Pages: 807-836
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Handle: RePEc:bla:worlde:v:30:y:2007:i:5:p:807-836

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Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
  1. Joel Sobel, 2002. "Can We Trust Social Capital?," Journal of Economic Literature, American Economic Association, vol. 40(1), pages 139-154, March. [Downloadable!] (restricted)
  2. Fehr, Ernst & Falk, Armin, 2002. "Psychological Foundations of Incentives," IZA Discussion Papers 507, Institute for the Study of Labor (IZA). [Downloadable!]
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  3. Kahneman, Daniel & Knetsch, Jack L., 1992. "Valuing public goods: The purchase of moral satisfaction," Journal of Environmental Economics and Management, Elsevier, vol. 22(1), pages 57-70, January. [Downloadable!] (restricted)
  4. Diamond, Peter A & Hausman, Jerry A, 1994. "Contingent Valuation: Is Some Number Better than No Number?," Journal of Economic Perspectives, American Economic Association, vol. 8(4), pages 45-64, Fall. [Downloadable!] (restricted)
  5. Carson Richard T. & Mitchell Robert Cameron, 1995. "Sequencing and Nesting in Contingent Valuation Surveys," Journal of Environmental Economics and Management, Elsevier, vol. 28(2), pages 155-173, March. [Downloadable!] (restricted)
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  1. De Devitiis, Biagia & D'Alessio, Massimiliano & Maietta, Ornella Wanda, 2008. "A comparative analysis of the purchase motivations of Fair Trade products: the impact of social capital," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44148, European Association of Agricultural Economists. [Downloadable!]
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