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    Towards a framework for understanding fairtrade purchase intention in the mainstream environment of supermarkets

    Yamoah, Fred and Duffy, R. and Petrovici, D. and Fearne, A. (2016) Towards a framework for understanding fairtrade purchase intention in the mainstream environment of supermarkets. Journal of Business Ethics 136 (1), pp. 181-197. ISSN 0167-4544.

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    Abstract

    Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what motivates consumers to buy 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. As such, 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 as well as self-interest values. This dual value pathway helps address conceptual limitations inherent in the underlying assumptions of existing ethical purchasing behaviour models and aids understanding of what motivates consumers to buy ethical products.

    Metadata

    Item Type: Article
    Additional Information: The final publication is available at Springer via the link above.
    School: Birkbeck Schools and Departments > School of Business, Economics & Informatics > Management
    Depositing User: Fred Yamoah
    Date Deposited: 22 Jan 2019 11:35
    Last Modified: 12 Feb 2020 21:37
    URI: http://eprints.bbk.ac.uk/id/eprint/25953

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