An Exploration of Consumer Attitudes and Purchasing Patterns in Fair Trade Coffee and Tea |
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Authors: | Maxwell Winchester Rachael Arding Magda Nenycz-Thiel |
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Institution: | 1. Victoria Institute and College of Business, Victoria University, Melbourne, Australiamaxwell.winchester@vu.edu.au;3. Business Department, Harper Adams University, Newport, United Kingdom;4. Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia |
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Abstract: | This study aims to understand the consistency between attitudes toward ethical brands and consistency with the respondents’ recent purchase behavior. A study of 202 respondents was carried out in order to observe consistency between claimed ethical attitudes and self-reported purchase behavior across three product categories. Panel data (n = 8000) was utilized to provide a large sample on which a duplication of purchase analysis could be conducted. Results suggest many consumers claim to have ethical attitudes, but their reported purchases suggest their behavior is not consistent. Consumers who purchase fair trade brands are just as likely to purchase other, non–fair trade brands. |
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Keywords: | ethical attitudes fair trade consumer behavior double jeopardy |
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