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Effects of perceived justice of fair trade organizations on consumers’ purchase intention toward fair trade products

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  • Shih-Tse Wang, Edward
  • Chen, Yu-Chen

Abstract

The purpose of fair trade (FT) initiatives is to provide fair and reasonable payment to producers who may otherwise be negatively affected by free trade. Attracting consumers to purchase FT products is key to the success of the FT movement. This study identified the effects of consumers’ perceived justice of FT organizations (FTOs) on their purchase intention toward FT products. A total of 398 valid questionnaire responses were received and structural equation modeling was adopted to assess the casual relationships between variables. The results indicate that (a) perceived distributive, procedural, and interactional justice of FTOs among consumers positively affected trust in FTOs; (b) perceived distributive and procedural justice exhibited positive effects on perceived effectiveness of FT; and (c) trust in FTOs and perceived effectiveness of FT among consumers positively affected their purchase intention toward FT products. Based on these findings, this study provides practical suggestions to FT-related businesses and organizations, enabling these entities to accurately determine directions for the promotion and marketing communications of FT products.

Suggested Citation

  • Shih-Tse Wang, Edward & Chen, Yu-Chen, 2019. "Effects of perceived justice of fair trade organizations on consumers’ purchase intention toward fair trade products," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 66-72.
    • Handle: RePEc:eee:joreco:v:50:y:2019:i:c:p:66-72
    DOI: 10.1016/j.jretconser.2019.05.004
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    References listed on IDEAS

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    13. 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.
    14. Wei Le & Po-Ya Chang & Yu-Wei Chang & Jiahe Chen, 2019. "Why Do Patients Move from Online Health Platforms to Hospitals? The Perspectives of Fairness Theory and Brand Extension Theory," IJERPH, MDPI, vol. 16(19), pages 1-13, October.
    15. Jiajing Shao & Jacob Cherian & Li Xu & Muhammad Zaheer & Sarminah Samad & Ubaldo Comite & Liana Mester & Daniel Badulescu, 2022. "A CSR Perspective to Drive Employee Creativity in the Hospitality Sector: A Moderated Mediation Mechanism of Inclusive Leadership and Polychronicity," Sustainability, MDPI, vol. 14(10), pages 1-22, May.
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    17. Huan Zhang & Khaoula Omhand & Huaizheng Li & Aqeel Ahmad & Sarminah Samad & Darie Gavrilut & Daniel Badulescu, 2022. "Corporate Social Responsibility and Energy-Related Pro-Environmental Behaviour of Employees in Hospitality Industry," IJERPH, MDPI, vol. 19(23), pages 1-19, December.

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