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

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        Author
        Yamoah, Fred
        Duffy, Rachel
        Petrovici, Dan
        Fearne, Andrew
        Attention
        2299/17836
        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
        Publication date
        2016-06-01
        Published in
        Journal of Business Ethics
        Published version
        https://doi.org/10.1007/s10551-014-2509-9
        Other links
        http://hdl.handle.net/2299/17836
        Relations
        Hertfordshire Business School
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