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Social- and self-image concerns in fair-trade consumption

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  • Sabrina Teyssier
  • Fabrice Etile
  • Pierre Combris

Abstract

Social interactions may alter the purchase of fair-trade food products by triggering social- or self-image concerns. We identify these concerns by eliciting the willingness-to-pay (WTP) premium for fair-trade vs. non-fair-trade chocolate of subjects under various conditions. We find that both social- and self-image matter: (i) subjects' WTP premium for fair-trade is higher when their decisions are made public; and (ii) subjects revise this premium upward (downward) when their expectations about the premium of others increase (decrease). However, there are significant asymmetries. Making decisions public decreases the WTP for non-fair-trade chocolate rather than increases the WTP for fair-trade chocolate. Downward revisions of the premium are larger and more frequent than upward revisions.

Suggested Citation

  • Sabrina Teyssier & Fabrice Etile & Pierre Combris, 2015. "Social- and self-image concerns in fair-trade consumption," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 42(4), pages 579-606.
    • Handle: RePEc:oup:erevae:v:42:y:2015:i:4:p:579-606.
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    File URL: http://hdl.handle.net/10.1093/erae/jbu036
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    Cited by:

    1. Bosbach, Moritz & Maietta, Ornella Wanda, 2019. "The Implicit Price for Fair Trade Coffee: Does Social Capital Matter?," Ecological Economics, Elsevier, vol. 158(C), pages 34-41.
    2. Gohary, Ali & Madani, Fatima & Chan, Eugene Y. & Tavallaei, Stella, 2023. "Political ideology and fair-trade consumption: A social dominance orientation perspective," Journal of Business Research, Elsevier, vol. 156(C).
    3. Friedrichsen, Jana & Engelmann, Dirk, 2018. "Who cares about social image?," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 110, pages 61-77.
    4. Jibonayan Raychaudhuri & Ada Wossink, 2018. "Ecolabels and The Economic Recession," Economics Discussion Paper Series 1807, Economics, The University of Manchester.
    5. Mengmeng Xu & Hongyan Jiang & Huimin Tan, 2023. "Can power predict consumers’ preferences for aesthetic products? The moderating role of locus of control," Marketing Letters, Springer, vol. 34(4), pages 575-589, December.
    6. Holm, Hakan J. & Samahita, Margaret, 2018. "Curating social image: Experimental evidence on the value of actions and selfies," Journal of Economic Behavior & Organization, Elsevier, vol. 148(C), pages 83-104.
    7. Menapace, Luisa & Raffaelli, Roberta, 2020. "Unraveling hypothetical bias in discrete choice experiments," Journal of Economic Behavior & Organization, Elsevier, vol. 176(C), pages 416-430.
    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. Bazoche, Pascale & Guinet, Nicolas & Poret, Sylvaine & Teyssier, Sabrina, 2021. "Does the provision of information increase the substitution of animal proteins with plant-based proteins? An experimental investigation into consumer choices," Working Papers 313663, Institut National de la recherche Agronomique (INRA), Departement Sciences Sociales, Agriculture et Alimentation, Espace et Environnement (SAE2).
    10. Lefoll, Erwin & Günther, Isabel & Veronesi, Marcella, 2022. "Low Demand for Fair Trade Chocolate: Lack of Efficiency, Attention, Knowledge or Trust?," VfS Annual Conference 2022 (Basel): Big Data in Economics 264065, Verein für Socialpolitik / German Economic Association.
    11. Pascale Bazoche & Nicolas Guinet & Sylvaine Poret & Sabrina Teyssier, 2021. "Does the provision of information increase the substitution of animal proteins with plant-based proteins? An experimental investigation into consumer choices [L’apport d’informations augmente-t-il ," Working Papers hal-03350356, HAL.

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