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

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.



Citation:

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 .

Authors

Monica Popa, University of Alberta, Canada
John Pracejus, University of Alberta, Canada



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body

Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland

Read More

Featured

The Production and Consumption of Retro Brands Beyond Meaning Revival

Benjamin Julien Hartmann, University of Gothenburg
Katja H. Brunk, EuEuropean University Viadrina
Markus Giesler, York University, Canada

Read More

Featured

Less Time, More Procrastination? The Impact of Time Pressure on Task Initiation

Jing Jiang, Renmin University of China
Alisa Yinghao Wu, Columbia University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.