Not Just Fairness: Understanding Consumers’ Intentions to Buy Fairtrade Products

Monica Popa, University of Alberta, Canada
John Pracejus, University of Alberta, Canada
This research examines whether fairness / equity concerns motivate consumers to pay a premium for FairTrade products. Equity Theory assumes that consumers are interested in fairness, and predicts a higher likelihood to pay the FairTrade premium when the product is utilitarian (versus hedonic). The affect-based-complementarity hypothesis advances the opposite prediction using guilt as a primary motivator for FairTrade purchases. Two experiments show that the impact of product class on likelihood to purchase fair-trade is (1) moderated by consumer social value orientation and (2) can be enhanced through priming equity.
[ to cite ]:
Monica Popa and John Pracejus (2010) ,"Not Just Fairness: Understanding Consumers’ Intentions to Buy Fairtrade Products ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 235-241 .