Willingness to pay for fair trade coffee - the impact of conformity on ethical consumption
Abstract: In this study the willingness to pay and conformity-seeking behaviour of Swedish consumers when purchasing fair trade coffee were examined. It was conducted through a conjoint analysis on data collected from two different questionnaires; one that presented objective information on fair trade, and one that linked fair trade to aspirational cues. The results indicated that ethical claims of fair trade elicit additional utility that increases consumers’ willingness to pay for fair trade coffee. The findings also suggested that conformity-seeking behaviour related to self-image seem to be one of the buying motives behind purchase of fair trade coffee.
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