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Towards a Framework for Understanding Fairtrade Purchase Intention in the Mainstream Environment of Supermarkets

Author

Listed:
  • Fred Amofa Yamoah

    (University of Kent)

  • Rachel Duffy

    (University of Kent)

  • Dan Petrovici

    (University of Kent)

  • Andrew Fearne

    (University of Kent)

Abstract

Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what motivates consumers to purchase ethical products. While researchers largely attribute the growth of ethical consumerism to an increase in ethical consumer concerns and motivations, widened distribution (mainstreaming) of ethical products, such as fairtrade, questions these assumptions. A model that integrates both individual and societal values into the theory of planned behaviour is presented and empirically tested to challenge the assumption that ethical consumption is driven by ethical considerations alone. Using data sourced from fairtrade shoppers across the UK, structural equation modelling suggests that fairtrade purchase intention is driven by both societal and self-interest values. This dual value pathway helps address conceptual limitations inherent in the underlying assumptions of existing ethical purchasing behaviour models and helps advance understanding of consumers’ motivation to purchase ethical products.

Suggested Citation

  • 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.
    • Handle: RePEc:kap:jbuset:v:136:y:2016:i:1:d:10.1007_s10551-014-2509-9
    DOI: 10.1007/s10551-014-2509-9
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    References listed on IDEAS

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    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).

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