Determinants of Fair Trade Product Purchase Intention of Dutch Consumers According to the Extended Theory of Planned Behaviour: The Moderating Role of Gender

A. Beldad (Corresponding Author), S. Hegner

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2 Citations (Scopus)
18 Downloads (Pure)

Abstract

The study reported in this paper investigated the determinants of fair trade (FT) product purchase intention among Dutch consumers according to the extended Theory of Planned Behaviour and determined whether the effects of those determinants differ between male and female consumers. To test the various research hypotheses, an online survey with 499 respondents from a Dutch research panel was employed. Results of the multi-group analysis using a structural equation modelling approach reveal that FT product purchase intention of both male and female consumers are predicated on moral obligation and self-identity. The impact of subjective norm on purchase intention is statistically significant for male consumers only. Analyses reveal that, indeed, the impact of subjective norm on FT product purchase intention is moderated by consumers’ gender.

Original languageEnglish
Pages (from-to)191-210
Number of pages20
JournalJournal of consumer policy
Volume41
Issue number3
DOIs
Publication statusPublished - 1 Sep 2018

Fingerprint

Fair trade
Purchase intention
Theory of planned behavior
Subjective norm
Self-identity
Multi-group analysis
Online survey
Structural equation modeling
Moral obligation

Keywords

  • UT-Hybrid-D
  • Fair trade
  • Moral obligation
  • Self identity
  • Theory of Planned Behaviour
  • Ethical consumption

Cite this

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