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Human Values as Determinants of Fairtrade Consumption in the Czech Republic

Author

Listed:
  • Ondřej Částek

    (Department of Corporate Economy, Faculty of Economics and Administration, Masaryk University, Žerotínovo nám. 9, 601 77 Brno, Czech Republic)

  • Linda Plaváková

    (Department of Corporate Economy, Faculty of Economics and Administration, Masaryk University, Žerotínovo nám. 9, 601 77 Brno, Czech Republic)

Abstract

Ethical consumerism is a growing field. It attracts increasingly more attention not only from the supply and demand sides, but also from researchers. Numerous surveys are trying to describe consumers' behaviour; many studies are trying to identify and analyse what contributes to the higher ethical consumption. While this is also the case of the Czech Republic, empirical evidence focused on the effect of consumers' values on ethical consumerism in the Czech Republic is still missing. Therefore, our goal is to examine the effect of consumers' values on Fairtrade consumption in the Czech Republic. We measure the values through the Human Values Scale (developed by S. Schwartz) and use socio-demographic characteristics as control variables in a multivariate model. We find that Universalism and Power are values which can predict the frequency of Fairtrade purchases among Czech online Fairtrade shoppers. Along with Universalism, gender proves to be an important predictor too. While generalizing our results, we must bear in mind that our sample describes only those who do purchase Fair trade products on-line.

Suggested Citation

  • Ondřej Částek & Linda Plaváková, 2018. "Human Values as Determinants of Fairtrade Consumption in the Czech Republic," Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Mendel University Press, vol. 66(2), pages 465-478.
    • Handle: RePEc:mup:actaun:actaun_2018066020465
    DOI: 10.11118/actaun201866020465
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    References listed on IDEAS

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    1. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    2. Caroline Doran, 2009. "The Role of Personal Values in Fair Trade Consumption," Journal of Business Ethics, Springer, vol. 84(4), pages 549-563, February.
    3. Michal Carrington & Benjamin Neville & Gregory Whitwell, 2010. "Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers," Journal of Business Ethics, Springer, vol. 97(1), pages 139-158, November.
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