IDEAS home Printed from https://ideas.repec.org/a/ags/ifaamr/335088.html
   My bibliography  Save this article

Promoting global well-being through fairtrade food: the role of international exposure

Author

Listed:
  • Yamoah, Fred A.
  • Yawson, David Eshun

Abstract

Social preference theory highlights an alternative explanation for consumption choices that are not consistent with rational economic decision making. In the current research, social preference theorizing is advanced by highlighting consumers’ exposure to developing countries (international exposure) as a factor that increases disposition to support fairtrade. The study shows that internationally exposed consumers through direct and indirect means demonstrate social concern by engaging in fairtrade food purchasing behaviour. Managers employing social preference appeals could prioritise internationally exposed consumers and heighten perceptions of equality restoration for a global reference group. The results imply that fairtrade marketers and public policymakers should highlight the benefits of fairtrade products to promote global equity.

Suggested Citation

  • Yamoah, Fred A. & Yawson, David Eshun, 2022. "Promoting global well-being through fairtrade food: the role of international exposure," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 26(2), November.
    • Handle: RePEc:ags:ifaamr:335088
    DOI: 10.22004/ag.econ.335088
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/335088/files/ifamr2021.0078.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.335088?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. John Whalley, 2008. "Globalisation and Values," The World Economy, Wiley Blackwell, vol. 31(11), pages 1503-1524, November.
    2. Harvey, David & Hubbard, Carmen, 2013. "Reconsidering the political economy of farm animal welfare: An anatomy of market failure," Food Policy, Elsevier, vol. 38(C), pages 105-114.
    3. Li, Jing, 2008. "The power of conventions: A theory of social preferences," Journal of Economic Behavior & Organization, Elsevier, vol. 65(3-4), pages 489-505, March.
    4. Van Doorn, Jenny & Verhoef, Peter C., 2015. "Drivers of and Barriers to Organic Purchase Behavior," Journal of Retailing, Elsevier, vol. 91(3), pages 436-450.
    5. Maja Hosta & Vesna Žabkar, 2016. "Consumer Sustainability and Responsibility: Beyond Green and Ethical Consumption," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(2), pages 143-157.
    6. Bailey R. House & Patricia Kanngiesser & H. Clark Barrett & Tanya Broesch & Senay Cebioglu & Alyssa N. Crittenden & Alejandro Erut & Sheina Lew-Levy & Carla Sebastian-Enesco & Andrew Marcus Smith & Sü, 2020. "Universal norm psychology leads to societal diversity in prosocial behaviour and development," Nature Human Behaviour, Nature, vol. 4(1), pages 36-44, January.
    7. Chattopadhyay, Akash & Shaffer, Matthew D. & Wang, Charles C.Y., 2020. "Governance through shame and aspiration: Index creation and corporate behavior," Journal of Financial Economics, Elsevier, vol. 135(3), pages 704-724.
    8. Petra Riefler & Adamantios Diamantopoulos & Judy A Siguaw, 2012. "Cosmopolitan consumers as a target group for segmentation," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 43(3), pages 285-305, April.
    9. 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.
    10. Lucia S. G. Barros & Cesar Zucco Jr. & Eduardo B. Andrade & Marcelo Salhab Brogliato, 2020. "From Visitors to Donors: How and Why Funding Rates Vary over Time in All-or-Nothing Noninvestment Crowdfunding Projects," Journal of the Association for Consumer Research, University of Chicago Press, vol. 5(1), pages 117-127.
    11. Welsch, Heinz & Kühling, Jan, 2009. "Determinants of pro-environmental consumption: The role of reference groups and routine behavior," Ecological Economics, Elsevier, vol. 69(1), pages 166-176, November.
    12. Herzenstein, Michal & Dholakia, Utpal M. & Sonenshein, Scott, 2020. "How the number of options affects prosocial choice," International Journal of Research in Marketing, Elsevier, vol. 37(2), pages 356-370.
    13. Uzma Khan & Kelly Goldsmith & Ravi Dhar, 2020. "When Does Altruism Trump Self-Interest? The Moderating Role of Affect in Extrinsic Incentives," Journal of the Association for Consumer Research, University of Chicago Press, vol. 5(1), pages 44-55.
    14. Alex Nicholls, 2010. "Fair Trade: Towards an Economics of Virtue," Journal of Business Ethics, Springer, vol. 92(2), pages 241-255, April.
    15. Joan Costa-Font & Frank Cowell, 2015. "Social Identity And Redistributive Preferences: A Survey," Journal of Economic Surveys, Wiley Blackwell, vol. 29(2), pages 357-374, April.
    16. Terlau, Wiltrud & Hirsch, Darya, 2015. "Sustainable Consumption and the Attitude-Behaviour-Gap Phenomenon - Causes and Measurements towards a Sustainable Development," 2015 International European Forum (144th EAAE Seminar), February 9-13, 2015, Innsbruck-Igls, Austria 206233, International European Forum on System Dynamics and Innovation in Food Networks.
    17. Lalin Anik & Michael I. Norton, 2020. "On Being the Tipping Point: Social Threshold Incentives Motivate Behavior," Journal of the Association for Consumer Research, University of Chicago Press, vol. 5(1), pages 19-33.
    18. Armstrong, J. Scott & Overton, Terry S., 1977. "Estimating Nonresponse Bias in Mail Surveys," MPRA Paper 81694, University Library of Munich, Germany.
    19. Riefler, Petra & Diamantopoulos, Adamantios, 2009. "Consumer cosmopolitanism: Review and replication of the CYMYC scale," Journal of Business Research, Elsevier, vol. 62(4), pages 407-419, April.
    20. Muhammad Awais & Tanzila Samin & Muhammad Awais Gulzar & Jinsoo Hwang & Muhammad Zubair, 2020. "Unfolding the Association between the Big Five, Frugality, E-Mavenism, and Sustainable Consumption Behavior," Sustainability, MDPI, vol. 12(2), pages 1-25, January.
    21. Alphonce, Roselyne & Alfnes, Frode & Sharma, Amit, 2014. "Consumer vs. citizen willingness to pay for restaurant food safety," Food Policy, Elsevier, vol. 49(P1), pages 160-166.
    22. Klor, Esteban F. & Shayo, Moses, 2010. "Social identity and preferences over redistribution," Journal of Public Economics, Elsevier, vol. 94(3-4), pages 269-278, April.
    23. Terlau, Wiltrud & Hirsch, Darya, 2015. "Sustainable Consumption and the Attitude-Behaviour-Gap Phenomenon - Causes and Measurements towards a Sustainable Development," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 6(3), pages 1-16, July.
    24. Mani, Venkatesh & Gunasekaran, Angappa & Papadopoulos, Thanos & Hazen, Benjamin & Dubey, Rameshwar, 2016. "Supply chain social sustainability for developing nations: Evidence from India," Resources, Conservation & Recycling, Elsevier, vol. 111(C), pages 42-52.
    25. Yan Chen & Sherry Xin Li, 2009. "Group Identity and Social Preferences," American Economic Review, American Economic Association, vol. 99(1), pages 431-457, March.
    26. Katri Karjalainen & Claire Moxham, 2013. "Focus on Fairtrade: Propositions for Integrating Fairtrade and Supply Chain Management Research," Journal of Business Ethics, Springer, vol. 116(2), pages 267-282, August.
    27. Amir Grinstein & Petra Riefler, 2015. "Citizens of the (green) world? Cosmopolitan orientation and sustainability," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 46(6), pages 694-714, August.
    28. Costa Pinto, Diego & Borges, Adilson & Maurer Herter, Márcia & Boto Ferreira, Mário, 2020. "Reducing Ingroup Bias in Ethical Consumption: The Role of Construal Levels and Social Goodwill," Business Ethics Quarterly, Cambridge University Press, vol. 30(1), pages 31-63, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jeanette Klink-Lehmann & Nina Langen & Johannes Simons & Monika Hartmann, 2022. "Jumping on the Bandwagon of Responsibility—Or Not? Consumers’ Perceived Role in the Meat Sector," Sustainability, MDPI, vol. 14(10), pages 1-21, May.
    2. Sanjit Dhami & Emma Manifold & Ali al-Nowaihi, 2018. "Prosociality, Political Identity, and Redistribution of Earned Income: Theory and Evidence," CESifo Working Paper Series 7256, CESifo.
    3. Sanjit Dhami & Emma Manifold & Ali al‐Nowaihi, 2021. "Identity and Redistribution: Theory and Evidence," Economica, London School of Economics and Political Science, vol. 88(350), pages 499-531, April.
    4. Müller, Daniel, 2019. "The anatomy of distributional preferences with group identity," Journal of Economic Behavior & Organization, Elsevier, vol. 166(C), pages 785-807.
    5. Sabine Flamand, 2015. "Interregional transfers, group loyalty and the decentralization of redistribution," Economics of Governance, Springer, vol. 16(4), pages 307-330, November.
    6. Marie Claire Villeval, 2021. "Group Identity and Social Preferences by Yan Chen and Sherry X. Li," Post-Print halshs-03504258, HAL.
    7. Costa-Font, Joan & Cowell, Frank, 2015. "European identity and redistributive preferences," LSE Research Online Documents on Economics 63802, London School of Economics and Political Science, LSE Library.
    8. Marie Claire Villeval, 2021. "Group Identity and Social Preferences (chapter X)," Post-Print halshs-03504316, HAL.
    9. Dirk C. Moosmayer & Yanyan Chen & Susannah M. Davis, 2019. "Deeds Not Words: A Cosmopolitan Perspective on the Influences of Corporate Sustainability and NGO Engagement on the Adoption of Sustainable Products in China," Journal of Business Ethics, Springer, vol. 158(1), pages 135-154, August.
    10. Maria Teresa Trentinaglia De Daverio & Teresina Mancuso & Massimo Peri & Lucia Baldi, 2020. "How Does Consumers’ Care for Origin Shape Their Behavioural Gap for Environmentally Friendly Products?," Sustainability, MDPI, vol. 13(1), pages 1-19, December.
    11. Fastoso, Fernando & González-Jiménez, Héctor, 2020. "Materialism, cosmopolitanism, and emotional brand attachment: The roles of ideal self-congruity and perceived brand globalness," Journal of Business Research, Elsevier, vol. 121(C), pages 429-437.
    12. Pittau, Maria Grazia & Farcomeni, Alessio & Zelli, Roberto, 2016. "Has the attitude of US citizens towards redistribution changed over time?," Economic Modelling, Elsevier, vol. 52(PB), pages 714-724.
    13. Fred Amofa Yamoah & Rachel Duffy & Dan Petrovici & Andrew Fearne, 2016. "Towards a Framework for Understanding Fairtrade Purchase Intention in the Mainstream Environment of Supermarkets," Journal of Business Ethics, Springer, vol. 136(1), pages 181-197, June.
    14. Friederike Paetz, 2021. "Recommendations for Sustainable Brand Personalities: An Empirical Study," Sustainability, MDPI, vol. 13(9), pages 1-18, April.
    15. Holm, Joshua, 2016. "A model of redistribution under social identification in heterogeneous federations," Journal of Public Economics, Elsevier, vol. 143(C), pages 39-48.
    16. Grinstein, Amir & Wathieu, Luc, 2012. "Happily (mal)adjusted: Cosmopolitan identity and expatriate adjustment," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 337-345.
    17. Daniel Müller, 2017. "The anatomy of distributional preferences with group identity," Working Papers 2017-02, Faculty of Economics and Statistics, Universität Innsbruck, revised Mar 2017.
    18. Hyesun Hwang & Harim Yeo, 2022. "Inconsistency between subjective propensity and practice of sustainable consumption: Impact of the consumers' values‐in‐behavior and social participation," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(6), pages 1796-1810, December.
    19. Fred A. Yamoah & Adnan ul Haque & David Eshun Yawson, 2022. "Consumer Psychology on Food Choice Editing in Favor of Sustainability," Sustainability, MDPI, vol. 14(16), pages 1-12, August.
    20. Carla Rossi & Francesca Rivetti, 2020. "Assessing Young Consumers’ Responses to Sustainable Labels: Insights from a Factorial Experiment in Italy," Sustainability, MDPI, vol. 12(23), pages 1-23, December.

    More about this item

    Keywords

    International Relations/Trade;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ags:ifaamr:335088. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: AgEcon Search (email available below). General contact details of provider: https://edirc.repec.org/data/ifamaea.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.