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      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 and article subsmissions by 15th January 2025 Call for Papers Volume 6 Issue 2 deadline.

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      Journal of Fair Trade

      Volume 3, Issue 1
       
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      Is Open Access

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

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            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.

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            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

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