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Towards a Framework for Understanding Fairtrade Purchase Intention in the Mainstream Environment of Supermarkets
Authors
A Arvola
A Chatzidakis
+82 more
A Krystallis
A Nicholls
A Nicholls
A Tallontire
A Tarkiainen
AM Farrell
Andrew Fearne
B Doherty
B Doherty
C Strong
CA Klöckner
CJ Doran
D Shaw
D Shaw
D Shaw
D Shaw
D Shaw
D Shaw
Dan Petrovici
E Dreezens
Fred Amofa Yamoah
G Ger
G Hofstede
G Moore
GM Chryssohoidis
GR Maio
I Ajzen
I Ajzen
I Ajzen
I Ajzen
I Davies
I Davies
I Vermeir
IA Davies
J Aertsens
J Hepler
J Thøgersen
JC Nunnally
JF Hair Jr
JO Kim
JSO Armstrong
K Karjalainen
KA Bollen
KR Murphy
M Carrigan
M Carrigan
M Dean
M Gladwell
MA Dickson
MF Chen
MG McEachern
MJ Carrington
MJ Rohan
MK Magnusson
ML Smith
N Michaelidou
N Ozcaglar-Toulouse
NJ Blunch
P Auger
P Jones
P Pelsmacker De
P Pelsmacker De
P Sparks
PM Homer
R Bagozzi
R Rich
Rachel Duffy
RP Bagozzzi
RS Hughner
S Baker
S Bhate
S Padel
SH Schwartz
SH Schwartz
SH Schwartz
T Bondy
T Devinney
T Dietz
TD Magistris
V Bezençon
WR Dillon
YJ Ma
Publication date
23 December 2014
Publisher
'Springer Science and Business Media LLC'
Doi
Cite
Abstract
© 2014, Springer Science+Business Media Dordrecht. 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 m odels and helps advance understanding of consumers’ motivation to purchase ethical products
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