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Female consumers׳ intention to be involved in fair-trade product consumption in the U.S.: The role of previous experience, product features, and perceived benefits

Author

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  • Lee, Min-Young
  • Jackson, Vanessa
  • Miller-Spillman, Kimberly A.
  • Ferrell, Erika

Abstract

Fair-trade practices include paying fair wages, supporting participatory workplaces and environmentally sustainable production, and developing long-term and supportive buyer-producer relationships (Kunz, G. I. and Garner, M. B. (2011), Going Global (2nd ed.), New York, NY: Fairchild Books). Fair-trade is both a political movement organized around the theme of trade justice, and the practice of particular types of trading and production relationships (Mare, A. L. (2008), The impact of fair-trade on social and economic development: a review of the literature, Geography Compass, 2, (6), 1922–1942). The aim of this study was to examine female consumers׳ previous experience, product features and perceived benefits of fair-trade product consumption. Specifically, the study examined how previous experience or lack of experience in fair-trade product consumption influences female consumers׳ purchase decisions by considering the impact of product features and perceived benefits. Results indicated that consumers who did not have fair-trade products experience made their purchase decision based on traditional product features (i.e., style and new trends). On the other hand, consumers who had experience with fair-trade products more consider ethical responsibility (i.e., perceived consumer effectiveness) in fair-trade shopping. Implications and limitations were discussed.

Suggested Citation

  • Lee, Min-Young & Jackson, Vanessa & Miller-Spillman, Kimberly A. & Ferrell, Erika, 2015. "Female consumers׳ intention to be involved in fair-trade product consumption in the U.S.: The role of previous experience, product features, and perceived benefits," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 91-98.
    • Handle: RePEc:eee:joreco:v:23:y:2015:i:c:p:91-98
    DOI: 10.1016/j.jretconser.2014.12.001
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    Citations

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    Cited by:

    1. Deborah Goldring, 2017. "Constructing brand value proposition statements: a systematic literature review," Journal of Marketing Analytics, Palgrave Macmillan, vol. 5(2), pages 57-67, June.
    2. Ildiko Kovacs & Eva Reka Keresztes, 2022. "Perceived Consumer Effectiveness and Willingness to Pay for Credence Product Attributes of Sustainable Foods," Sustainability, MDPI, vol. 14(7), pages 1-17, April.
    3. María Manuela Palacios-González & Antonio Chamorro-Mera, 2020. "Analysis of Socially Responsible Consumption: A Segmentation of Spanish Consumers," Sustainability, MDPI, vol. 12(20), pages 1-15, October.
    4. Zhang, Tong & Hu, Wuyang & Zhu, Zhanguo & Penn, Jerrod, 2023. "Consumer preference for food products addressing multiple dimensions of poverty: Evidence from China," Food Policy, Elsevier, vol. 115(C).
    5. Tsarenko, Yelena & Strizhakova, Yuliya, 2015. "“What does a woman want?†The moderating effect of age in female consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 26(C), pages 41-46.
    6. Kumju Hwang & Hyewon Kim, 2018. "Are Ethical Consumers Happy? Effects of Ethical Consumers' Motivations Based on Empathy Versus Self-orientation on Their Happiness," Journal of Business Ethics, Springer, vol. 151(2), pages 579-598, August.
    7. Takumi Kato & Katsuya Hayami & Kenta Kasahara & Minami Morino & Yui Ikuma & Ryosuke Ikeda & Masaki Koizumi, 2023. "Environmental vs. labor issues: evidence of influence on intention to purchase ethical coffee in Japan," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    8. Aashish Argade & Sukhpal Singh, 2016. "Seeking Markets in Production Fields: An Assessment of the Potential for Fair Trade in India," Millennial Asia, , vol. 7(2), pages 131-152, October.
    9. Hye Jung Jung & Kyung Wha Oh & HaeJung Maria Kim, 2021. "Country Differences in Determinants of Behavioral Intention towards Sustainable Apparel Products," Sustainability, MDPI, vol. 13(2), pages 1-23, January.
    10. Rombach, Meike & Widmar, Nicole Olynk & Byrd, Elizabeth & Bitsch, Vera, 2018. "Do all roses smell equally sweet? Willingness to pay for flower attributes in specialized retail settings by German consumers," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 91-99.

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