Information Needs for a Purchase of Fairtrade Coffee

Schleenbecker, Rosa; Hamm, Ulrich

doi:10.3390/su7055944

Cited by 11 publications

(11 citation statements)

References 31 publications

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“…Data are provided by firms because firms want consumers to distinguish between strong and weak schemes, yet co-optation was possible in part due to consumer failure to distinguish between different schemes. Research on Fair Trade, a well-known voluntary regulatory certification scheme, has shown that most consumers feel overburdened by detailed information and have difficulty distinguishing between Fair Trade labels [60]. The informality and larger number of different schemes would make distinguishing between direct trade schemes even more difficult for consumers.…”

Section: Increasing Reliance On Consumer As Monitormentioning

confidence: 99%

Problems with Firm-Led Voluntary Sustainability Schemes: The Case of Direct Trade Coffee

2017

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Abstract:Ensuring sustainable consumption and production is one of the United Nations' Sustainable Development Goals. Sustainable consumption can be supported through regulatory processes. Voluntary private regulatory schemes claiming to contribute to sustainability are a rapidly growing form of regulation. We study one such voluntary sustainability scheme in order to look at the opportunities and challenges this type of regulatory process poses using Abbot and Snidal's regulatory standard-setting framework (2009). Specifically, we examine direct trade voluntary schemes in the coffee industry. To do this, we selected six leading direct trade firms in the US and Scandinavia, analyzed firms' websites in 2015 and 2016 and conducted interviews with four of the firms. We found direct trade as a voluntary scheme was an attempt to market and codify good sourcing practices. US-based founding firms have distanced themselves from the term due to perceived co-optation, which we conceptualize as the failure of industry to self-regulate and argue was enabled by the re-negotiation of standards without the power to enforce or penalize misuse of the term. Firms reacted to co-optation by releasing data to consumers directly; we argue this puts too much responsibility on consumers to monitor and enforce standards. By contrast, Scandinavian firms maintained standards enforced through trademark nationally. Both US and Scandinavian contexts demonstrate a weakness of firm-led agenda-setting for sustainable development in that schemes may be optimized for a particular business concern-in this case quality-rather than to achieve sustainable development goals. This is problematic if schemes are marketed on contribution to the public good when incentives within the scheme are not aligned to produce an optimal result for the public good.

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Section: Increasing Reliance On Consumer As Monitormentioning

confidence: 99%

Problems with Firm-Led Voluntary Sustainability Schemes: The Case of Direct Trade Coffee

2017

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“…Akalamkam & Mitra (2017) focus on consumer pre-purchase external information search behavior, emphasizing its impact on online purchase decisions. Lastly, Schleenbecker & Hamm (2015) infer that information search behavior is a crucial phenomenon influencing consumer purchasing behavior, particularly in the context of fairtrade coffee.…”

Section: Information Searchmentioning

confidence: 99%

Consumer Decision Making Model Process but as Independent Factors: And Its Influence on Purchasing Behavior

Ismail,

Dora,

Hidajat

2024

Preprint

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This research challenges the traditional perspective on consumer behavior, which focuses on external factors shaping the sequential stages of decision-making. Instead, it proposes a paradigm shift by treating the decision-making process itself as an independent variable, exploring its impact on various outcomes like purchasing behavior, brand loyalty, and post-purchase satisfaction. This novel approach offers deeper insights into the intricacies of consumer behavior, particularly in the digital age. By uncovering the reciprocal relationships between the decision-making process and other variables, the research provides a more nuanced understanding of how consumers navigate today's complex landscape. It further delves into how variations in the decision-making process across diverse consumer groups influence various outcomes, recognizing the unique characteristics and needs of different demographics. The research also acknowledges the interplay of psychological, social, and contextual factors that shape both the decision-making process and its downstream effects, offering a comprehensive understanding of the multifaceted influences on consumer behavior. Ultimately, by studying the decision-making process as an independent variable, this research aims to equip businesses and researchers with valuable insights, enabling them to better navigate the ever-evolving world of consumer behavior.

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“…This is consistent with the observation by Grebitus et al (2012) that consumer purchase behaviour for existing and new attributes can be signalled by appropriate labels. Effective labelling also improves consumers' trust and WTP higher prices for food products that are derived from ethical practices (Rousseau 2015;Schleenbecker & Hamm 2015;Ingrassia et al 2017). Prohibition of child labour in goat meat production and trade is necessary as a fair-trade attribute to protect the right of children to education and therefore guarantee a skilled and productive next generation if human capital.…”

Section: Choice Experiments Designmentioning

confidence: 99%

Consumer willingness to pay for fair-trade attributes of goat meat in Kenya: A choice experiment analysis

Otieno¹

2020

AFJARE

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Fair trade is an important ethical concern in the food value chains of developed countries. However, there is a dearth of empirical insights into consumer preferences for this critical aspect in the domestic markets of developing countries. The current study analysed consumer willingness to pay (WTP) for fair-trade attributes in the goat meat value chain in Nairobi, Kenya. Choice experiment data from 270 randomly sampled consumers was analysed using the random parameter logit (RPL) model. The results show that 56% of the consumers were aware of the fair-trade concept and 64% of them were willing to pay for fair-trade-compliant practices. Specifically, consumers were willing to pay a premium of 62% to prevent child labour, 45% to support provision of medical insurance for workers in the meat value chain, 40% for direct purchase from producers, 39% for fair-trade labelling and 30% to support disabled people as part of corporate social responsibility

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Information Needs for a Purchase of Fairtrade Coffee

Cited by 11 publications

References 31 publications

Problems with Firm-Led Voluntary Sustainability Schemes: The Case of Direct Trade Coffee

Problems with Firm-Led Voluntary Sustainability Schemes: The Case of Direct Trade Coffee

Consumer Decision Making Model Process but as Independent Factors: And Its Influence on Purchasing Behavior

Consumer willingness to pay for fair-trade attributes of goat meat in Kenya: A choice experiment analysis

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