For Publishers
DiscoveryMetadataPeer reviewHostingPublishing
For Researchers
JoinPublishReviewCollect
Register
Blog
About
Search
Advanced search
My ScienceOpen
Search
For Publishers
For Researchers
Blog
About
968
views
0
references
 Top references
cited by
1
    
0 reviews
 Review
0
comments
 Comment
0
recommends
+1 Recommend
2 collections
    2
    shares
      65
      similar
       All similar

      The Journal of Fair Trade is calling for papers to curate a Special Edition on the theme of "Livelihoods, Community Resilience & Evironmental Regeneration: the role of smallholder organisations, coops & Social Enterprise". 

      We're welcoming expressions of interest until 1 July 2024 Call for Papers Volume 6 Issue 2 deadline.

      scite_

      Journal of Fair Trade

      Volume 3, Issue 1
       
      • Record: found
      • Abstract: found
      • Article: found
      Is Open Access

      Fairtrade coffee consumption in Spain: Employing dual attitudes and construal level theory to draw insights on the ethical purchasing gap

      research-article
      Bookmark

            Abstract

            As a contribution to the debate about Fair Trade contributions to the United Nations Sustainability Development Goals, this article investigates Spanish shoppers' behaviour towards Fairtrade coffee. Although consumers generally state that they purchase fairly traded products, the market shares of most of them remain low, a phenomenon known as the ethical purchasing gap. Our review identifies a gap in extant literature to draw insights on the ethical purchasing gap, utilising two existing theories: attitudes and construal level as appropriate theoretical framework. The first theory highlights the duality of individuals' attitudes towards an object: explicit attitudes are accessible to the consumers, whereas implicit attitudes are the ones they cannot recall, but nonetheless affect behaviour. The second theory examines the influence of low-level construal (concrete, specific) or high-level construal (general) information on decision-making. A three-stage experiment took place in two sessions in a large university in Madrid in order to apply these two theories. It was based on an online survey on explicit attitudes and purchase intention, and an Implicit Association Test (IAT) to identify implicit attitudes. It was run two weeks apart to capture three points of time effects. The results reveal that, despite exposure to different stimuli, implicit attitudes remain stable along three points of time. The average difference in purchase intentions was positive for low-level construal and negative for high-level construal. Explicit attitudes were not influenced by the exposure to the stimuli. No correlation was found between purchase intentions and implicit or explicit attitudes. These findings have useful managerial implications for both Fair Trade practitioners and academics.

            Content

            Author and article information

            Journal
            Journal ID (doi): 10.2307/j50020019
            Journal ID (jcode): jfairtrade
            Title: Journal of Fair Trade
            Publisher: Pluto Journals
            ISSN: 2513-9525
            ISSN: 2513-9533
            Publication date (Print): 1 September 2021
            Volume: 3
            Issue: 1 ( doiID: 10.13169/jfairtrade.3.issue-1 )
            Pages: 1-19
            Article
            Publisher ID: jfairtrade.3.1.0001
            DOI: 10.13169/jfairtrade.3.1.0001
            SO-VID: 9e2dc56f-9288-4c82-a976-45721cc822e9
            Copyright © © 2021 Pluto Journals
            License:

            All content is freely available without charge to users or their institutions. Users are allowed to read, download, copy, distribute, print, search, or link to the full texts of the articles in this journal without asking prior permission of the publisher or the author. Articles published in the journal are distributed under a http://creativecommons.org/licenses/by/4.0/.

            History
            Custom metadata
            lang eng

            ScienceOpen disciplines: Education,Agriculture,Social & Behavioral Sciences,History,Economics
            Keywords: Ethical purchasing gap,coffee,consumer behaviour,fair trade,construal level theory,dual attitudes,implicit association test,ethical consumerism

            References

            1. Ajzen, I. (1985). From intentions to actions: a theory of planned behavior. In J. Kuhl & J. Beckmann (Eds.), Action control: From cognition to behavior (pp. 11–39). Berlin, Heidelberg: Springer Berlin Heidelberg. https://doi.org/10.1007/978-3-642-69746-3_2

            2. Ajzen, I. (1991). The theory of planned behavior. Organizational Behavior and Human Decision Processes, 50(2), 179–211. https://doi.org/10.1016/0749-5978(91)90020-T

            3. Ajzen, I. (2011). The theory of planned behaviour: reactions and reflections. Psychology and Health, 26(9), 1113–1127. https://doi.org/10.1080/08870446.2011.613995

            4. Ajzen, I. & Fishbein, M. (2000). Attitudes and the attitude-behavior relation: reasoned and automatic processes. European Review of Social Psychology, 11(1), 1–33. https://doi.org/10.1080/14792779943000116

            5. Ajzen, I., Czasch, C., & Flood, M. G. (2009). From intentions to behavior: implementation intention, commitment, and conscientiousness. Journal of Applied Social Psychology, 39(6), 1356–1372. https://doi.org/10.1111/j.1559-1816.2009.00485.x

            6. Alkire, S., Chatterjee, M., Conconi, A., Suman, S. & Vaz, A. (2014). Poverty in rural and urban areas: Direct comparisons using the global MPI 2014 (pp. 1–4). Oxford: Poverty and Human Development Initiative.

            7. Alós-Ferrer, C. & Strack, F. (2014). From dual processes to multiple selves: implications for economic behavior. Journal of Economic Psychology, 41, 1–11. https://doi.org/10.1016/j.joep.2013.12.005

            8. Amit, E. & Greene, J.D. (2012). You see, the ends don't justify the means: visual imagery and moral judgment. Psychological Science, 23(8), 861–868. https://doi.org/10.1177/0956797611434965

            9. Andorfer, V. a. & Liebe, U. (2012). Research on fair trade consumption: a review. Journal of Business Ethics, 106(4), 415–435. https://doi.org/10.1007/s10551-011-1008-5

            10. Antonetti, P. & Maklan, S. (2014). Feelings that make a difference: how guilt and pride convince consumers of the effectiveness of sustainable consumption choices. Journal of Business Ethics, 124(1), 117–134. https://doi.org/10.1007/s10551-013-1841-9

            11. Antonetti, P., Baines, P. & Jain, S. (2018). The persuasiveness of guilt appeals over time: pathways to delayed compliance. Journal of Business Research, 90, 14–25. https://doi.org/https://doi.org/10.1016/j.jbusres.2018.03.030

            12. Bakker, M., van Dijk, A. & Wicherts, J.M. (2012). The rules of the game called psychological science. Perspectives on Psychological Science, 7(6), 543–554. https://doi.org/10.1177/1745691612459060

            13. Balineau, G. & Dufeu, I. (2010). Are Fair Trade goods credence goods? A new proposal, with French illustrations. Journal of Business Ethics, 92(suppl. 2), 331–345. https://doi.org/10.1007/s10551-010-0577-z

            14. Ballesteros, C. (2017). La economía solidaria ha venido para quedarse. Retrieved 5 December 2020, from https://www.eldiario.es/opinion/tribuna-abierta/economia-solidaria-venido-quedarse_129_3508106.html

            15. Bar-Anan, Y., Liberman, N. & Trope, Y. (2006). The association between psychological distance and construal level: evidence from an implicit association test. Journal of Experimental Psychology: General, 135(4), 609–622. https://doi.org/10.1037/0096-3445.135.4.609

            16. Barnett, C., Cafaro, P. & Newholm, T. (2005). Philosophy and ethical consumption. In R. Harrison, T. Newholm & D. Shaw (Eds.), The Ethical Consumer (pp. 11–24). London: Sage. Retrieved from http://www.sagepub.com/booksProdTOC.nav?prodId=Book227081

            17. Baron, R. A. (1984). Social psychology understanding human interaction. Ed. D. Byrne (4th. ed.). Boston: Allyn & Bacon.

            18. Beldad, A. & Hegner, S. (2018). Determinants of Fair Trade product purchase intention of Dutch consumers according to the extended theory of planned behaviour: the moderating role of gender. Journal of Consumer Policy, 41(3), 191–210. https://doi.org/10.1007/s10603-018-9384-1

            19. Belletier, C., Robert, A., Moták, L. & Izaute, M. (2018). Toward explicit measures of intention to predict information system use: An exploratory study of the role of implicit attitudes. Computers in Human Behavior, 86, 61–68. https://doi.org/10.1016/j.chb.2018.04.029

            20. Biermann, F. (2012). Planetary boundaries and earth system governance: exploring the links. Ecological Economics, 81, 4–9. https://doi.org/10.1016/J.ECOLECON.2012.02.016

            21. Bosbach, M. & Maietta, O.W. (2019). The implicit price for Fair Trade coffee: does social capital matter? Ecological Economics, 158 (February 2018), 34–41. https://doi.org/10.1016/j.ecolecon.2018.12.010

            22. Bratanova, B., Vauclair, C.-M.M., Kervyn, N., Schumann, S., Wood, R. & Klein, O. (2015). Savouring morality: moral satisfaction renders food of ethical origin subjectively tastier. Appetite, 91, 137–149. https://doi.org/10.1016/j.appet.2015.04.006

            23. Breidert, C. (2006). Estimation of willingness-to-pay. Wiesbaden: DUV. https://doi.org/10.1007/978-3-8350-9244-0

            24. Carrington, M.J., Neville, B.A. & Whitwell, G.J. (2014). Lost in translation: exploring the ethical consumer intention–behavior gap. Journal of Business Research, 67(1), 2759–2767. https://doi.org/10.1016/j.jbusres.2012.09.022

            25. Chatzidakis, A., Kastanakis, M. & Stathopoulou, A. (2016). Socio-cognitive determinants of consumers' support for the Fair Trade movement. Journal of Business Ethics, 133(1), 95–109. https://doi.org/10.1007/s10551-014-2347-9

            26. Dao, H., Peduzzi, P. & Friot, D. (2018). National environmental limits and footprints based on the Planetary Boundaries framework: the case of Switzerland. Global Environmental Change, 52 (May), 49–57. https://doi.org/10.1016/j.gloenvcha.2018.06.005

            27. de Leeuw, A., Valois, P., Ajzen, I. & Schmidt, P. (2015). Using the theory of planned behavior to identify key beliefs underlying pro-environmental behavior in high-school students: implications for educational interventions. Journal of Environmental Psychology, 42, 128–138. https://doi.org/10.1016/j.jenvp.2015.03.005

            28. De Pelsmacker, P., Driesen, L. & Rayp, G. (2005). Do consumers care about ethics? Willingness to pay for fair trade coffee. Journal of Consumer Affairs, 39(2), 363–385. https://doi.org/10.1111/j.1745-6606.2005.00019.x

            29. Doran, C.J. (2010). Fair trade consumption: in support of the out-group. Journal of Business Ethics, 95(4), 527–541. https://doi.org/10.1007/s10551-010-0437-x

            30. Fairtrade Ibérica (n.d.) Informes anuales. Retrieved 20 December 2020, from https://fairtrade.es/es/fairtradeiberica/informesanuales.html

            31. Fairtrade International (2019). Monitoring the scope and benefits of fairtrade: Coffee Monitoring Report (10th ed.) Retrieved from www.flocert.net

            32. Fairtrade.net (n.d.-a) Fairtrade International (FLO): Coffee. Retrieved 7 July 2019, from https://www.fairtrade.net/products/coffee.html

            33. Fairtrade.net (n.d.-b). Fairtrade & SDGs. Retrieved April 10, 2020, from https://www.fairtrade.net/issue/sdgs

            34. Field, A. (2018). Discovering statistics using IBM SPSS. London: Sage.

            35. Fishbein, M. & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley Pub. Co.

            36. Gawronski, B., Morrison, M., Phills, C.E. & Galdi, S. (2017). Temporal stability of implicit and explicit measures: a longitudinal analysis. Personality and Social Psychology Bulletin, 43(3), 300–312. https://doi.org/10.1177/0146167216684131

            37. Govind, R., Singh, J.J., Garg, N. & D'Silva, S. (2019). Not walking the walk: how dual attitudes influence behavioral outcomes in ethical consumption. Journal of Business Ethics, 155(4), 1195–1214. https://doi.org/10.1007/s10551-017-3545-z

            38. Greenwald, A.G. & Banaji, M.R. (1995). Implicit social cognition: attitudes, self-esteem, and stereotypes. Psychological Review, 102(1), 4–27. https://doi.org/10.1037/0033-295X.102.1.4

            39. Greenwald, A.G., McGhee, D.E. & Schwartz, J.L.K. (1998). Measuring individual differences in implicit cognition: the implicit association test. Journal of Personality and Social Psychology, 74(6), 1464–1480.

            40. Hassan, L.M., Shiu, E. & Shaw, D. (2016). Who says there is an intention–behaviour gap? Assessing the empirical evidence of an intention-behaviour gap in ethical consumption. Journal of Business Ethics, 136(2), 219–236. https://doi.org/10.1007/s10551-014-2440-0

            41. Henderson, M.D., & Wakslak, C.J. (2010). Over the hills and far away: the link between physical distance and abstraction. Current Directions in Psychological Science, 19(6), 390–394. https://doi.org/10.1177/0963721410390802

            42. Herzog, M.H., Francis, G. & Clarke, A. (2019). Understanding statistics and experimental design. Cham: Springer International Publishing. https://doi.org/10.1007/978-3-030-03499-3

            43. Kim, G.-S., Lee, G.Y. & Park, K. (2010). A cross-national investigation on how ethical consumers build loyalty toward fair trade brands. Journal of Business Ethics, 96(4), 589–611. https://doi.org/10.1007/s10551-010-0486-1

            44. Kim, T.K. (2015). T test as a parametric statistic. Korean Journal of Anesthesiology, 68(6), 540. https://doi.org/10.4097/kjae.2015.68.6.540

            45. Konuk, F.A. (2019). Consumers' willingness to buy and willingness to pay for fair trade food: the influence of consciousness for fair consumption, environmental concern, trust and innovativeness. Food Research International, 120 (December 2018), 141–147. https://doi.org/10.1016/j.foodres.2019.02.018

            46. Körner, A. & Volk, S. (2014). Concrete and abstract ways to deontology: cognitive capacity moderates construal level effects on moral judgments. Journal of Experimental Social Psychology, 55, 139–145. https://doi.org/10.1016/j.jesp.2014.07.002

            47. Kossmann, E. & Gómez-Suárez, M. (2018). Decision-making processes for purchases of ethical products: gaps between academic research and needs of marketing practitioners. International Review on Public and Nonprofit Marketing, 15(3), 353–370. https://doi.org/10.1007/s12208-018-0204-8

            48. Kossmann, E. & Gómez-Suárez, M. (2019). Words–deeds gap for the purchase of Fairtrade products: a systematic literature review. Frontiers in Psychology, 10, 2705. https://doi.org/10.3389/FPSYG.2019.02705

            49. Ladhari, R. & Tchetgna, N.M. (2015). The influence of personal values on Fair Trade consumption. Journal of Cleaner Production, 87(1), 469–477. https://doi.org/10.1016/j.jclepro.2014.10.068

            50. Lappeman, J., Orpwood, T., Russell, M., Zeller, T. & Jansson, J. (2019). Personal values and willingness to pay for fair trade coffee in Cape Town, South Africa. Journal of Cleaner Production, 239, 118012. https://doi.org/10.1016/j.jclepro.2019.118012

            51. Liberman, N. & Förster, J. (2009). Distancing from experienced self: how global-versus-local perception affects estimation of psychological distance. Journal of Personality and Social Psychology, 97(2), 203–216. https://doi.org/10.1037/a0015671

            52. Liberman, N., Trope, Y., McCrea, S.M. & Sherman, S.J. (2007). The effect of level of construal on the temporal distance of activity enactment. Journal of Experimental Social Psychology, 43(1), 143–149. Retrieved from https://linkinghub.elsevier.com/retrieve/pii/S0022103106000023

            53. Lindenmeier, J., Lwin, M., Andersch, H., Phau, I. & Seemann, A.-K. (2017). Anticipated consumer guilt: an investigation into its antecedents and consequences for Fair-Trade consumption. Journal of Macromarketing, 37(4), 444–459. https://doi.org/10.1177/0276146717723964

            54. Longo, C., Shankar, A. & Nuttall, P. (2019). ‘It's not easy living a sustainable lifestyle’: how greater knowledge leads to dilemmas, tensions and paralysis. Journal of Business Ethics, 154(3), 759–779. https://doi.org/10.1007/s10551-016-3422-1

            55. Loureiro, M.L. & Lotade, J. (2005). Do fair trade and eco-labels in coffee wake up the consumer conscience? Ecological Economics, 53(1), 129–138. https://doi.org/10.101641/j.ecolecon.2004.11.002

            56. Luchs, S M., Naylor, R.W., Rose, R.L., Jesse, R., Gau, R., Kapitan, S., … & Ozanne, L. (2011). Toward a sustainable marketplace: expanding options and benefits for consumers. Journal of Research for Consumers, 19, 1–12.

            57. Lynch, J.G. & Zauberman, G. (2007). Construing consumer decision making. Journal of Consumer Psychology, 17(2), 107–112. https://doi.org/10.1016/S1057-7408(07)70016-5

            58. Max Havelaar (n.d.) In der Krise wächst die Bedeutung der Menschenrechte. Retrieved 20 December 2020, from https://www.maxhavelaar.ch/newsroom/medienmitteilungen/details/in-der-krise-waechst-die-bedeutung-der-menschenrechte-4860

            59. Max Havelaar Foundation (2019). Annual report 2018. Retrieved 13 April 2020, from https://issuu.com/maxhavelaarswitzerland/docs/mhch_annualreport2018_960ad268283b88

            60. Miles, A., Charron-Chénier, R. & Schleifer, C. (2019). Measuring automatic cognition: advancing dual-process research in sociology. American Sociological Review, 84(2), 308–333. https://doi.org/10.1177/0003122419832497

            61. Nosek, B.A. (2007). Implicit–explicit relations. Association for Psychological Science, 16(2), 65–69.

            62. O'Connor, E.L., Sims, L. & White, K.M. (2017). Ethical food choices: examining people's Fair Trade purchasing decisions. Food Quality and Preference, 60 (April), 105–112. https://doi.org/10.1016/j.foodqual.2017.04.001

            63. Schenk, P. (2019). A matter of principle: comparing norm-based explanations for Fair Trade consumption. Journal of Consumer Policy, 42(3), 397–423. https://doi.org/10.1007/s10603-018-9401-4

            64. Setyobudi, W.T., Wiryono, S.K., Nasution, R.A. & Purwanegara, M.S. (2015). Exploring implicit and explicit attitude toward saving at Islamic bank. Journal of Islamic Marketing, 6(3), 314–330. https://doi.org/10.1108/JIMA-08-2014-0055

            65. Shaw, D., Shiu, E. & Clarke, I. (2000). The contribution of ethical obligation and self-identity to the theory of planned behaviour: an exploration of ethical consumers. Journal of Marketing Management, 16, 879–894. https://doi.org/10.1362/026725700784683672

            66. Solomon, M.R., Bamossy, G., Askegaard, S. & Hogg, M.K. (2006). Consumer behaviour: A European perspective (3rd ed.). Harlow: Pearson Education.

            67. Statista (n.d.). Coffee – worldwide: Statista market forecast. (n.d.). Retrieved 21 March 2020, from https://www.statista.com/outlook/30010000/100/coffee/worldwide#market-volume

            68. Statista (2018). Brands of fresh ground coffee ranked by number of users in Spain in 2018. Retrieved from https://www.statista.com/statistics/445291/leading-brands-of-fresh-ground-coffee-in-spain/

            69. Trafimow, D., Sheeran, P., Conner, M. & Finlay, K. A. (2002). Evidence that perceived behavioural control is a multidimensional construct: perceived control and perceived difficulty. British Journal of Social Psychology, 41(1), 101–121. https://doi.org/http://dx.doi.org/10.1108/17506200710779521

            70. Trope, Y. & Liberman, N. (2010). Construal-level theory of psychological distance. Psychological Review, 117(2), 440–463. https://doi.org/10.1037/a0018963

            71. Trope, Y., Liberman, N. & Wakslak, C. (2007). Construal levels and psychological distance: effects on representation, prediction, evaluation, and behavior. Journal of Consumer Psychology, 17(2), 83–95. https://doi.org/10.1016/S1057-7408(07)70013-X

            72. Vecchio, R. & Annunziata, A. (2015). Willingness-to-pay for sustainability-labelled chocolate: an experimental auction approach. Journal of Cleaner Production, 86, 335–342. https://doi.org/10.1016/j.jclepro.2014.08.006

            73. Wakslak, C.J., Trope, Y., Liberman, N. & Alony, R. (2006). Seeing the forest when entry is unlikely: probability and the mental representation of events. Journal of Experimental Psychology: General, 135(4), 641–653. https://doi.org/10.1037/0096-3445.135.4.641

            74. Wijkman, A., Rockström, J. & Rockström, J. (2013). Bankrupting nature. London: Routledge. https://doi.org/10.4324/9780203107980

            75. Wilson, T.D., Lindsey, S. & Schooler, T.Y. (2000). A model of dual attitudes. Psychological Review, 107(1), 101–126. https://doi.org/10.1037/0033-295X.107.1.101

            76. World Bank. (n.d.-a). Spain: data. Retrieved 20 December 2020, from https://data.worldbank.org/country/spain

            77. World Bank. (n.d.-b). Switzerland: data. Retrieved December 20, 2020, from https://data.worldbank.org/country/switzerland?view=chart

            78. Xu, M.L. & Leung, S.O. (2018). Effects of varying numbers of Likert scale points on factor structure of the Rosenberg Self-Esteem Scale. Asian Journal of Social Psychology, 21(3), 119–128. https://doi.org/10.1111/ajsp.12214

            79. Yamoah, F.A., Duffy, R., Petrovici, D. & Fearne, A. (2016). Towards a framework for understanding Fairtrade purchase intention in the mainstream environment of supermarkets. Journal of Business Ethics, 136(1), 181–197. https://doi.org/10.1007/s10551-014-2509-9

            80. Yoganathan, V., Osburg, V.S. & Akhtar, P. (2019). Sensory stimulation for sensible consumption: multisensory marketing for e-tailing of ethical brands. Journal of Business Research, 96 (July 2018), 386–396. https://doi.org/10.1016/j.jbusres.2018.06.005

            81. Zanna, M.P. (1990). Attitude function: is it related to attitude structure? Advances in Consumer Research, 17(1), 98–100. Retrieved from http://libproxy1.nus.edu.sg/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=buh&AN=6431052&site=ehost-live

            82. Zerbini, C., Vergura, D.T., & Latusi, S. (2019). A new model to predict consumers' willingness to buy fair-trade products. Food Research International, 122 (April), 167–173. https://doi.org/10.1016/j.foodres.2019.04.008

            Comments

            Comment on this article