Socio-Cognitive Determinants of Consumers’ Support for the Fair Trade Movement
- 1.1k Downloads
Despite the reasonable explanatory power of existing models of consumers’ ethical decision making, a large part of the process remains unexplained. This article draws on previous research and proposes an integrated model that includes measures of the theory of planned behavior, personal norms, self-identity, neutralization, past experience, and attitudinal ambivalence. We postulate and test a variety of direct and moderating effects in the context of a large scale survey study in London, UK. Overall, the resulting model represents an empirically robust and holistic attempt to identify the most important determinants of consumers’ support for the fair-trade movement. Implications and avenues for further research are discussed.
KeywordsAttitude–behavior gap Consumer ethical decision making Ethical consumerism Fair trade Theory of planned behavior
- Aiken, L. S., & West, S. G. (1991). Multiple regression: Testing and interpreting interactions. Newbury Park, CA: Sage.Google Scholar
- Ajzen, I. (2002a). Constructing a TPB questionnaire: Conceptual and methodological considerations. Retrieved May 29, 2014, from www.people.umass.edu/aisen/pdf/tpb.measurement.pdf.
- Ajzen, I., & Fishbein, M. (1980). Understanding attitudes and predicting social behavior. Englewood Cliffs, NJ: Prentice Hall.Google Scholar
- Ajzen, I. & Fishbein, M. (2005). The influence of attitudes on behavior. In D. Albarracín, B. T. Johnson & M. P. Zanna (Eds.), The Handbook of Attitudes (pp. 173–221). Mahwah, NJ: Lawrence Erlbaum Associates.Google Scholar
- Alexandrov, A. (2010). Characteristics of single-item measures in Likert scale format. Electronic Journal of Business Research Methods, 8(1), 1–12.Google Scholar
- Byrne, B. M. (2001). Structural equation modeling with AMOS, basic concepts, applications and programming. Mahwah, NJ: Erlbaum.Google Scholar
- Camerer, C. F., Loewenstein, G., & Rabin, M. (Eds.). (2011). Advances in behavioral economics. Princeton, NJ: Princeton University Press.Google Scholar
- Carrington, M. J., Neville, B. A., & Whitwell, G. J. (2010). Why ethical consumers don’t walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behavior of ethically minded consumers. Journal of Business Ethics, 97, 139–158.CrossRefGoogle Scholar
- Cloake, F. (2014, May). Where are we to turn if we want to be ethical food shoppers these days? The Guardian, Retrieved May 29, 2014 from http://www.theguardian.com/commentisfree/2014/may/24/ethical-food-shopping-fairtrade-report.
- Cohen, J., & Cohen, P. (1983). Applied multiple regression/correlation analysis for the behavioral sciences. Hillsdale, NJ: Erlbaum.Google Scholar
- Conner, M., Sparks, P., Povey, R., James, R., Shepherd, R., & Armitage, C. J. (2002). Moderator effects of attitudinal ambivalence on attitude–behaviour relationships. European Journal of Social Psychology, 32(5), 705–718.Google Scholar
- Davies, J., Foxall, G. R., & Pallister, J. (2002). Beyond the intention–behaviour mythology an integrated model of recycling. Marketing Theory, 2(1), 29–113.Google Scholar
- Devinney, T. M., Auger, P., & Eckhardt, G. (2010). The myth of the ethical consumer. Cambridge: Cambridge University Press.Google Scholar
- Eagly, A. H., & Chaiken, S. (1993). The psychology of attitudes. Fort Worth, TX: Harcourt Brace Jovanovich.Google Scholar
- Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.Google Scholar
- Francis, J. J., Eccles, M. P., Johnston, M., Walker, A., Grimshaw, J., Foy, R., et al. (2004a). Constructing questionnaires based on the theory of planned behaviour: A manual for health services researchers. Newcastle: University of Newcastle.Google Scholar
- Francis, J. J., Johnston, M., Eccles, M. P., Grimshaw, J., & Kaner, E. F. S. (2004b). Measurement issues in the theory of planned behaviour: A supplement to the manual for constructing questionnaires based on the theory of planned behaviour. Newcastle: University of Newcastle.Google Scholar
- Hagger, M. S., Chatzisarantis, N. L., & Biddle, S. J. (2002). A meta-analytic review of the theories of reasoned action and planned behavior in physical activity: Predictive validity and the contribution of additional variables. Journal of Sport & Exercise Psychology, 24(1), 3–32.Google Scholar
- Hair, J. F., Anderson, R. E., Tatham, R. L., & Black, W. C. (2009). Multivariate data analysis (7th ed.). Upper Saddle River, NJ: Prentice Hall.Google Scholar
- Harrison, R., Newholm, T., & Shaw, D. (Eds.). (2005). The ethical consumer. London: Sage.Google Scholar
- Hassan, L., Shaw, D., & Shiu, D. (2014). Who says there is an intention-behaviour gap? Assessing the empirical evidence of an intention-behaviour gap in ethical consumption. Journal of Business Ethics, forthcoming.Google Scholar
- Hunt, S. D., & Vitell, S. J. (1992). The general theory of marketing ethics: A retrospective and revision. In C. Smith & J. Quelch (Eds.), Ethics in marketing (pp. 775–784). Homewood, IL: Irwin.Google Scholar
- Keynote Report. (2012). Green and ethical consumer market assessment. Retrieved May 29, 2014 from http://www.keynote.co.uk/market-intelligence/view/product/10537/green-and-ethical-consumer?medium=download.
- Keynote Report. (2013). Green and ethical consumer market update. Retrieved May 29, 2014 from http://www.keynote.co.uk/market-intelligence/view/product/10854/green-%26-ethical-consumer.
- Kline, R. B. (2005). Principles and practice of structural equation modeling (2nd ed.). New York: Guilford Press.Google Scholar
- Krier, J.-M. (2001). Fair trade in Europe 2001: Facts and figures on the fair trade sector in 18 European countries. Maastricht: EFTA Research Report.Google Scholar
- Mintel Report. (2007). Green and ethical consumers. Retrieved May 29, 2014 from http://oxygen.mintel.com/display/221206/.
- Schwartz, S. H. (1977). Normative influences on altruism. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 10, pp. 221–279). New York: Academic Press.Google Scholar
- Schwartz, S. H., & Howard, J. A. (1981). A normative decision-making model of altruism. In J. P. Rushton & R. M. Sorrentino (Eds.), Altruism and helping behavior: Social, personality, and developmental perspectives (pp. 189–211). Hillsdale, NJ: Erlbaum.Google Scholar
- Sparks, P., Shepherd, R., & Frewer, L. J. (1995). Assessing and structuring attitudes toward the use of gene technology in food production: The role of perceived ethical obligation. Basic and Applied Social Psychology, 16(3), 267–285.Google Scholar
- Sudman, S., Bradburn, N. M., & Schwarz, N. (1996). Thinking about answers. The application of cognitive processes to survey methodology. San Francisco: Jossey-Bass.Google Scholar