A Cross-National Investigation on How Ethical Consumers Build Loyalty Toward Fair Trade Brands

Abstract

brand loyalty, corporate evaluation, culture, ethical consumption values, Fair Trade, product beliefs,

Influences of Sustainability Labels on Fashion Buying Behaviour – A Study on the Example of Fair Trade in Germany

“…According to this model, "the behavior of interest is influenced by the individual's readiness to perform this behavior (i.e., intentions to buy FT products), which in turn is influenced by the individual's positive or negative evaluation of a particular behavior (i.e., attitudes towards buying FT products), a subjective norm (i.e., an individual's perception about buying FT products influenced by the judgment of significant others such as parents, colleagues and close friends), and perceived behavioural control (i.e., perceived difficulty or ease in buying FT products)" (Ladhari and Tchetgna, 2015). Several determinants about FT-buying behaviour have been added in other studies (Ladhari and Tchetgna, 2015): Consumer knowledge (De Pelsmacker and Janssens, 2007), Quantity and quality about FT (De Pelsmacker and Janssens, 2007), Ethical obligations and self-identity (Shaw and Shiu, 2003), Moral motives (Varul, 2009), Socially responsible attitudes (Long and Murray, 2013), and FT corporate evaluation (Kim et al, 2010).…”

“…The majority research on FT consuming focuses on the WTP and behavioural intentions (De Pelsmacker et al, 2006;Koppel and Schulze, 2013;Loureiro and Lotade, 2005;Rousseau, 2015). However, the motives which cause a consumer's decision to pay a premium can be enlightened with psychological research (Kim et al, 2010).…”

“…Nevertheless, several studies indicate, that global values appear to be outstanding motifs in influencing ethical decision-making (Fraj and Martinez, 2006;Shaw et al, 2005). Kim et al, (2010) concluded ethical consumption values to be a superior motif "in forming consumers' evaluations of and directing subsequent behaviours for Fair Trade Brands" compared with global values. Ethical consumption as value is perceived as the main driver for the purchase of FT products, when FT values match with individual ethical values.…”

“…Ethical consumption as value is perceived as the main driver for the purchase of FT products, when FT values match with individual ethical values. Subsequently, FT products are assumed to fulfil the consumer's own aspirations to comply with ethical consumption (Kim et al, 2010).…”

“…As FT products in general demand a premium compared with conventional products, consumers may lose the interest in keeping up their buying behaviour for a specific product or company. Though a comprehensive outcome, the influence on FTBB cannot be generalized, as consumer's individual ethical approach may differ (Kim et al, 2010). FT is used for marketing concepts to appeal consumers' interest for the product, the points of sale (e.g.…”