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The interaction between values and self-identity on fairtrade consumption: The value-identity-behavior model.

Sara Quach1, Robin E Roberts1, Simon Dang2

  • 1Department of Marketing, Griffith University, Australia.

Appetite
|December 19, 2024
PubMed
Summary

Consumer self-identity drives fairtrade purchases, influenced by both egoistic and altruistic values. Understanding these values is key to promoting ethical consumption and fairtrade products.

Keywords:
Fairtrade consumptionProduct attributesSelf-identityValue-identity-behavior modelWillingness to pay

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Area of Science:

  • Consumer Behavior
  • Social Psychology
  • Marketing Ethics

Background:

  • The relationship between values, self-identity, and ethical consumption, particularly fairtrade purchasing, is not fully understood.
  • Ethical consumption is a growing area of interest, necessitating research into consumer motivations.

Purpose of the Study:

  • To investigate the interplay of egoistic and altruistic values, self-identity, and ethical behaviors in the context of fairtrade consumption.
  • To develop and test a Value-Identity-Behavior model.

Main Methods:

  • A quantitative study utilizing a dataset of 3023 participants from the U.K., France, and Germany.
  • Development and testing of the Value-Identity-Behavior model.

Main Results:

  • Self-identity positively impacts willingness to pay (WTP) for fairtrade products.
  • Egoistic values (monetary, visual, functional) negatively affect WTP, while sensory and altruistic values enhance it.
  • Egoistic values moderate the self-identity-ethical behavior link, whereas altruistic values show a negative moderating effect.

Conclusions:

  • Self-identity is a significant driver of fairtrade purchasing decisions.
  • Both egoistic and altruistic values play complex roles in shaping consumer behavior towards ethical products.
  • Findings offer theoretical insights and practical strategies for promoting fairtrade goods.