Norms, consumer social responsibility and fair trade product purchase intention
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 12 August 2020
Issue publication date: 29 December 2020
Abstract
Purpose
Although the relationships between subjective norms, personal norms, consumer social responsibility and consumer attitude have been studied, the direct or indirect relationships that potentially exist between these factors influencing consumer purchase intention remain unclear. Because attracting consumers to purchase fair trade (FT) products is fundamental to the success of the FT movement, the study introduced a theoretical framework that emphasizes the mediating role of personal norms and consumer attitude towards FT product purchases in the effects of subjective norms and consumer social responsibility on consumer purchase intention towards FT products.
Design/methodology/approach
Data were collected from 398 university students; structural equation modelling was applied to analyse the data. Mediation analysis was also performed to determine potential direct or indirect relationships between factors.
Findings
The results revealed that subjective norms and responsibility to support FT products affect personal norms and attitude towards purchasing such products, which in turn influenced consumer purchase intention toward purchasing these products. Personal norms partially mediate the influence of subjective norms and consumer social responsibility on attitudes towards purchasing FT products. By contrast, the consumer attitude fully mediates the effects of subjective norms, consumer social responsibility and personal norms on purchase intentions towards FT products.
Originality/value
Because consumer purchasing is critical to the success of the FT movement and to achieving the UN's SDGs, this study helps FT marketers to better understand the effects of subjective norms and consumer social responsibility on consumer behavioural intentions and to develop effective marketing and promotion strategies for increasing consumer purchase intention.
Keywords
Citation
Wang, E.S.-T. and Chou, C.-F. (2021), "Norms, consumer social responsibility and fair trade product purchase intention", International Journal of Retail & Distribution Management, Vol. 49 No. 1, pp. 23-39. https://doi.org/10.1108/IJRDM-09-2019-0305
Publisher
:Emerald Publishing Limited
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