The Role of Fair Trade Trust on the Relationship of Fair Trade Knowledge, Fair Trade Adhesion, and Willingness to Pay Fair Trade Premium: The Case of Turkey

Kapusuz, Sevdenur; Kimzan, Halil Semih

doi:10.12711/tjbe.2016.9.0019

Cited by 5 publications

(3 citation statements)

References 33 publications

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“…Furthermore, Millennials" trust in Fairtrade products increases product involvement and the belief in them being safer, more ethical, and more sustainable than non-Fairtrade products, and this situation justify the higher price. These findings appear to echo previous research results on product involvement (Alexander & Nicholls, 2006;Pedregal & Ozcaglar-Toulouse, 2011;Davenport & Low, 2013) and WTP a premium (Krystallis & Chryssohoidis, 2005;Pedragal & Ozcaglar-Touluse, 2011;Langen & Adenauer, 2013;Kapusuz & Kimzan, 2016;Habibov et al, 2017). The following hypotheses are thus accepted -H 2a , H 2b .…”

Section: Discussionsupporting

confidence: 87%

How Millennials' Knowledge, Trust, and Product Involvement Affect the Willingness to Pay a Premium Price for Fairtrade Products?

Aksoy¹,

Özsönmez²

2019

AJBR

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This study provides, through a survey of 200 Millennials, an empirical analysis of the influences of Fairtrade (FT) knowledge, trust in FT and product involvement on the willingness to pay (WTP) a premium for Fairtrade products. The objectives of this study were to examine the factors influencing the Millennials" willingness to pay a premium price for Fairtrade products. To succeed in these objectives, this paper improved on the model of Millennials' willingness to pay a premium for Fairtrade products. Based on the questionnaires from Turkey, the model was confirmed by the structural equity model. The results demonstrate that FT knowledge is the basis of antecedent trust and product involvement. The findings indicate that there is not a significant relationship between FT knowledge and WTP. It was further revealed that a willingness to pay a premium for Fairtrade products was positively affected by the trust in FT and product involvement. Besides, it may be inferred that the trust in the Fairtrade movement influences consumer"s product involvement. The findings of the study have significant implications for the development of the consumption of Fairtrade products and understanding the perception by Millenials of Fairtrade products.

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Section: Discussionsupporting

confidence: 87%

How Millennials' Knowledge, Trust, and Product Involvement Affect the Willingness to Pay a Premium Price for Fairtrade Products?

Aksoy¹,

Özsönmez²

2019

AJBR

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“…Attitude generation theories such as the reasoned action theory (Fishbein and Ajzen, 1975) and the theory of planned behavior (Ajzen, 1991) support this research for identifying environmentally sensitive purchasing behavior. Individuals who have information about ethical consumption and fair trade are more sensitive to purchasing fair trade products with an environmentally responsible way (Kapusuz and Kimzan, 2016). The duration of green consumerism is; buying and non-buying decisions of users, based on the sustainable and environmental measure (Sharma and Dayal, 2017).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

The effect of environmental concern on conscious green consumption of post-millennials: the moderating role of greenwashing perceptions

Bulut

Nazlı

Aydın

et al. 2021

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Purpose This study aims to demonstrate how greenwashing perceptions shape the effect of environmental concern on post-millennials purchasing behavior. Design/methodology/approach Based on 174 responses gathered through a street survey method from 5 different universities in Turkey, data are analyzed using the statistical package for social sciences software (SPSS 16.0). Principal component analysis is performed to assess the differentiation in factors. Multiple regression analysis is used to examine the effects of the items on the post-millennials purchasing and recommendation behavior. Findings The main findings revealed that the environmental concern trait of post-millennials triggers their green purchasing behavior. When the concern on green products is high, the awareness of perceiving that “if the product is actually green or pretending to be green” is high. When the post-millennials take the greenwashing perception into account, their environmental concern has lower effects on their green behavior. The moderating role of greenwashing between environmental concern and green purchasing is apparent. Greenwashing perception decreases the effects of environmental concern on green behavior. Originality/value The research raises the concept of greenwashing perception that moderates the relationship between environmental concern and post-millennials purchasing behavior. This study also demonstrates that greenwashing awareness has a critical role in creating a purchasing behavior of post-millennials that have environmental concerns.

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“…Particularly noteworthy is the brand equity dimension of PP, which showed the greatest influence on PI. PP refers to consumption perception of consumers who are willing to help developing countries or pay a price premium on intangible value (EC, 2010;Kapusuz & Kimzan, 2016;Mai, 2014;Park, 2018a). Unlike the traditional buying behavior of buying the best quality products at a lowest price, consumer intentions of willingness to pay price premiums will play a positive role in making the ecosystem of small FT companies sustainable.…”

Section: Industry Contributions and Implicationsmentioning

confidence: 99%

Female consumers' purchase intention of fair trade textile and clothing handicrafts: the roles of a geographical indication and fair trade knowledge in a brand equity model

Lee¹

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The study investigated the effect of Geographical Indication (GI) certification and fair trade knowledge (FTK) on U.S. female consumers' perceived brand equity and purchase intention of fair trade (FT) textile and clothing handicrafts. Online experiments and a survey were conducted using the measurement items of perceived quality (PQ), brand awareness (BA), brand association (BS), uniqueness (UQ), willingness to pay a price premium (PP), purchase intention (PI), and FT knowledge level. The study results analysis indicated that consumers' willingness to a price premium for GI products and positive impact of FTK on the brand equity of FT handicrafts. In addition, the study findings also showed that increase in BS, UQ, and PP leads to the increase in PI. By exploring the relationship between GI, FTK, brand equity, and PI in FT textile and clothing handicrafts brands, this study contributed to the previously neglected literature and may help the sustainable management of FT textile and clothing handicrafts enterprises and organizations.

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The Role of Fair Trade Trust on the Relationship of Fair Trade Knowledge, Fair Trade Adhesion, and Willingness to Pay Fair Trade Premium: The Case of Turkey

Cited by 5 publications

References 33 publications

How Millennials' Knowledge, Trust, and Product Involvement Affect the Willingness to Pay a Premium Price for Fairtrade Products?

How Millennials' Knowledge, Trust, and Product Involvement Affect the Willingness to Pay a Premium Price for Fairtrade Products?

The effect of environmental concern on conscious green consumption of post-millennials: the moderating role of greenwashing perceptions

Female consumers' purchase intention of fair trade textile and clothing handicrafts: the roles of a geographical indication and fair trade knowledge in a brand equity model

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