IDEAS home Printed from https://ideas.repec.org/p/ags/eaae08/44148.html
   My bibliography  Save this paper

A comparative analysis of the purchase motivations of Fair Trade products: the impact of social capital

Author

Listed:
  • De Devitiis, Biagia
  • D'Alessio, Massimiliano
  • Maietta, Ornella Wanda

Abstract

Objective of this paper is to analyse the motivations in the purchase of Fair Trade (FT) food products sold in the World Shops (WS) in order to characterize WS consumer profiles according to the ethical content of their motivations. A questionnaire has been distributed, at this end, to a sample of consumers in Emilia Romagna, Puglia and in Campania. A principal component analysis has been performed in order to identify the main motivations in the purchase. On the basis of these results, consumers have been classified, by applying a cluster analysis, in homogenous segments. The cluster analysis reveals that 76% of consumers in Emilia Romagna buy FT products for an ethical motivation, 56% of consumers in Puglia and 43% of consumers in Campania buy these products for an ethical motivation. These percentages reflect the rank of social capital, intended as the civicness component a la Putnam, of the regions analysed. These results show a clear relationship between the civicness component of social capital a la Putnam and the diffusion of consumer social responsibility, even in the niche market of WSs consumers.

Suggested Citation

  • De Devitiis, Biagia & D'Alessio, Massimiliano & Maietta, Ornella Wanda, 2008. "A comparative analysis of the purchase motivations of Fair Trade products: the impact of social capital," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44148, European Association of Agricultural Economists.
    • Handle: RePEc:ags:eaae08:44148
    DOI: 10.22004/ag.econ.44148
    as

    Download full text from publisher

    File URL: https://ageconsearch.umn.edu/record/44148/files/216.pdf
    Download Restriction: no
    File URL: https://libkey.io/10.22004/ag.econ.44148?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. Leonardo Becchetti & Furio Camillo Rosati, 2007. "Global Social Preferences and the Demand for Socially Responsible Products: Empirical Evidence from a Pilot Study on Fair Trade Consumers," The World Economy, Wiley Blackwell, vol. 30(5), pages 807-836, May.
    2. Patrick Pelsmacker & Wim Janssens, 2007. "A Model for Fair Trade Buying Behaviour: The Role of Perceived Quantity and Quality of Information and of Product-specific Attitudes," Journal of Business Ethics, Springer, vol. 75(4), pages 361-380, November.
    3. Loureiro, Maria L. & Lotade, Justus, 2005. "Do fair trade and eco-labels in coffee wake up the consumer conscience?," Ecological Economics, Elsevier, vol. 53(1), pages 129-138, April.
    4. Laura Raynolds, 2000. "Re-embedding global agriculture: The international organic and fair trade movements," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 17(3), pages 297-309, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yang, Shang-Ho & Hu, Wuyang & Mupandawana, Malvern & Liu, Yun, 2012. "Consumer Willingness to Pay for Fair Trade Coffee: A Chinese Case Study," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 44(1), pages 1-14, February.
    2. Zander, K. & Hamm, U., 2010. "Ethische Werte aus Sicht der Verbraucher - das Beispiel von Lebensmitteln aus ökologischer Produktion," Proceedings “Schriften der Gesellschaft für Wirtschafts- und Sozialwissenschaften des Landbaues e.V.”, German Association of Agricultural Economists (GEWISOLA), vol. 45, March.
    3. 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.
    4. Elisa Ascione & Manuela Scornaienghi, 2009. "Legal Agriculture: Farmland Confiscated from Organized Crime," QA - Rivista dell'Associazione Rossi-Doria, Associazione Rossi Doria, issue 3, August.
    5. Yan, Yiwei & Ames, Glenn C.W. & Colson, Gregory & Chen, Tinggui, 2014. "Willingness to Pay for Safer Dairy Product in China: Evidence from Shanghai Customers' Purchasing Decision of Bright Dairy's Baby Cheese," 2014 Annual Meeting, February 1-4, 2014, Dallas, Texas 162497, Southern Agricultural Economics Association.

    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. Veronika Andorfer & Ulf Liebe, 2012. "Research on Fair Trade Consumption—A Review," Journal of Business Ethics, Springer, vol. 106(4), pages 415-435, April.
    2. Jisong Kim & Chang-Sik Kim & Mina Jo, 2023. "Cross-Country Analysis of Willingness to Pay More for Fair Trade Coffee: Exploring the Moderating Effect between South Korea and Vietnam," Sustainability, MDPI, vol. 15(23), pages 1-22, November.
    3. Sylvaine Poret, 2007. "Les défis du commerce équitable dans l'hémisphère Nord," Working Papers hal-00243061, HAL.
    4. Elena Kossmann & Mónica Gómez-Suárez, 2018. "Decision-making processes for purchases of ethical products: gaps between academic research and needs of marketing practitioners," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 15(3), pages 353-370, September.
    5. Katherine Fuller & Carola Grebitus, 2023. "Consumers' preferences and willingness to pay for coffee sustainability labels," Agribusiness, John Wiley & Sons, Ltd., vol. 39(4), pages 1007-1025, October.
    6. Podhorsky, Andrea, 2015. "A positive analysis of Fairtrade certification," Journal of Development Economics, Elsevier, vol. 116(C), pages 169-185.
    7. Gwang-Suk Kim & Grace Lee & Kiwan Park, 2010. "A Cross-National Investigation on How Ethical Consumers Build Loyalty Toward Fair Trade Brands," Journal of Business Ethics, Springer, vol. 96(4), pages 589-611, November.
    8. Vera Herédia-Colaço & Rita Coelho do Vale & Sofia B. Villas-Boas, 2019. "Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation," Journal of Business Ethics, Springer, vol. 156(3), pages 737-758, May.
    9. Francesca Colantuoni & Gianni Cicia & Teresa Del Giudice & Daniel Lass & Francesco Caracciolo & Pasquale Lombardi, 2016. "Heterogeneous Preferences for Domestic Fresh Produce: Evidence from German and Italian Early Potato Markets," Agribusiness, John Wiley & Sons, Ltd., vol. 32(4), pages 512-530, November.
    10. Gaëlle BALINEAU, 2017. "Fair Trade? Yes, but not at Christmas! Evidence from scanner data on real French Fairtrade purchases," Working Paper ab9a0fd1-6ad5-441b-879b-3, Agence française de développement.
    11. Florence Lachet-Touya, 2019. "Relevance of potential supply structures in frameworks involving consumer's private information: the case of fair trade," Working papers of CATT hal-02937902, HAL.
    12. Aashish Argade & Sukhpal Singh, 2016. "Seeking Markets in Production Fields: An Assessment of the Potential for Fair Trade in India," Millennial Asia, , vol. 7(2), pages 131-152, October.
    13. Gaëlle Balineau & Ivan Dufeu, 2012. "The credibility of the Fairtrade system [Le système Fairtrade : une garantie pour les consommateurs ?]," Post-Print hal-02794962, HAL.
    14. Eunmi Lee & Li Zhao, 2023. "Understanding Purchase Intention of Fair Trade Handicrafts through the Lens of Geographical Indication and Fair Trade Knowledge in a Brand Equity Model," Sustainability, MDPI, vol. 16(1), pages 1-20, December.
    15. Rommel Salvador & Altaf Merchant & Elizabeth Alexander, 2014. "Faith and Fair Trade: The Moderating Role of Contextual Religious Salience," Journal of Business Ethics, Springer, vol. 121(3), pages 353-371, May.
    16. Claire Chambolle & Sylvaine Poret, 2013. "When fairtrade contracts for some are profitable for others," European Review of Agricultural Economics, Oxford University Press and the European Agricultural and Applied Economics Publications Foundation, vol. 40(5), pages 835-871, December.
    17. 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.
    18. 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.
    19. Alvina Gillani & Smirti Kutaula & Leonidas C. Leonidou & Paul Christodoulides, 2021. "The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy," Journal of Business Ethics, Springer, vol. 169(3), pages 557-577, March.
    20. Jeffery Bray & Nick Johns & David Kilburn, 2011. "An Exploratory Study into the Factors Impeding Ethical Consumption," Journal of Business Ethics, Springer, vol. 98(4), pages 597-608, February.

    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:eaae08:44148. 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/eaaeeea.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.