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Gender Differences in Psychosocial Determinants of University Students’ Intentions to Buy Fair Trade Products

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  • A. Leeuw
  • Pierre Valois
  • Alexandre Morin
  • Peter Schmidt

Abstract

This study examined gender differences in university students’ intentions to buy fair trade (FT) products through the lens of the moral norm extended theory of planned behaviour (TPB). Data were obtained from 782 students at the University of Luxemburg. Results of structural equation analysis indicated that the inclusion of moral norms increased the explained variance in behavioural intentions from 62 to 69.4%. Compared to men, women reported more favourable attitude, higher moral obligation, and stronger intentions toward buying FT products. Moderating analyses showed that the attitude–intentions relationship was stronger for men, whereas the perceived behavioural control–intentions relationship was stronger for women. The implications of the moderation analysis are that sustainability professionals seeking to encourage university students’ intentions to buy FT products should develop gender-targeted interventions: for men, more emphasis should be placed on attitude toward buying FT products (i.e., the advantages of adopting this behaviour), and for women, more emphasis should be placed on perceived behavioural control (e.g., factors that facilitate the purchase of FT products). Copyright Springer Science+Business Media New York 2014

Suggested Citation

  • A. Leeuw & Pierre Valois & Alexandre Morin & Peter Schmidt, 2014. "Gender Differences in Psychosocial Determinants of University Students’ Intentions to Buy Fair Trade Products," Journal of Consumer Policy, Springer, vol. 37(4), pages 485-505, December.
    • Handle: RePEc:kap:jcopol:v:37:y:2014:i:4:p:485-505
    DOI: 10.1007/s10603-014-9262-4
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    2. Loebnitz, Natascha & Frank, Phillip & Otterbring, Tobias, 2022. "Stairway to organic heaven: The impact of social and temporal distance in print ads," Journal of Business Research, Elsevier, vol. 139(C), pages 1044-1057.
    3. Pierre Valois & David Bouchard & Denis Talbot & Maxime Caron & Jean-Sébastien Renaud & Pierre Gosselin & Johann Jacob, 2020. "Adoption of flood-related preventive behaviours by people having different risks and histories of flooding," Natural Hazards: Journal of the International Society for the Prevention and Mitigation of Natural Hazards, Springer;International Society for the Prevention and Mitigation of Natural Hazards, vol. 102(3), pages 1155-1173, July.
    4. Teerapong Pienwisetkaew & Peerapong Wongthahan & Phaninee Naruetharadhol & Sasichakorn Wongsaichia & Chonnipa Vonganunsuntree & Siraphat Padthar & Santi Nee & Ping He & Chavis Ketkaew, 2022. "Consumers’ Intention to Purchase Functional Non-Dairy Milk and Gender-Based Market Segmentation," Sustainability, MDPI, vol. 14(19), pages 1-25, September.
    5. Luigina Canova & Andrea Bobbio & Anna Maria Manganelli, 2023. "Sustainable purchase intentions: The role of moral norm and social dominance orientation in the theory of planned behavior applied to the case of fair trade products," Sustainable Development, John Wiley & Sons, Ltd., vol. 31(2), pages 1069-1083, April.
    6. Alvina Gillani & Smirti Kutaula & Leonidas C. Leonidou & Paul Christodoulides, 2021. "The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy," Journal of Business Ethics, Springer, vol. 169(3), pages 557-577, March.
    7. Jesse R. Catlin & Michael Gerhard Luchs & Marcus Phipps, 2017. "Consumer Perceptions of the Social Vs. Environmental Dimensions of Sustainability," Journal of Consumer Policy, Springer, vol. 40(3), pages 245-277, September.
    8. A. Beldad & S. Hegner, 2018. "Determinants of Fair Trade Product Purchase Intention of Dutch Consumers According to the Extended Theory of Planned Behaviour," Journal of Consumer Policy, Springer, vol. 41(3), pages 191-210, September.
    9. Jisong Kim & Chang-Sik Kim & Mina Jo, 2023. "Cross-Country Analysis of Willingness to Pay More for Fair Trade Coffee: Exploring the Moderating Effect between South Korea and Vietnam," Sustainability, MDPI, vol. 15(23), pages 1-22, November.

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