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How consumer mindsets in ethnic Chinese societies affect the intention to buy Fair Trade products

How consumer mindsets in ethnic Chinese societies affect the intention to buy Fair Trade products PurposeThe purpose of this paper is to examine how psychological antecedents (i.e. consumer mindsets) and individual difference characteristics (i.e. moral identity) affect the intention to purchase Fair Trade products based on the triadic reciprocal causation model in social cognitive theory (Bandura, 1986). The primary factors that influence ethical consumption decisions in ethnic Chinese societies were explored by integrating the unique cultural environment of the Chinese.Design/methodology/approachThe study effective sample comprised university students and professors. Structural equation modelling was used to test the hypotheses and indirect effects. Results showed that moral identity internalization had a mediating effect on the relationship between a collectivistic mindset and the intention to purchase Fair Trade products.FindingsA high moral identity symbolization had a moderating effect on the relationship between a collectivistic mindset and the intention to purchase Fair Trade products. This demonstrated that the two dimensions of moral identity, internalization and symbolization, play different roles and have different functions in regards to the intention to purchase Fair Trade products.Research limitations/implicationsFuture studies are urged to examine this issue at a cultural level by performing a cross-cultural comparison and to integrate consumer heterogeneity for a deeper examination of the interaction between demographic factors and psychological traits on consumer behaviours regarding Fair Trade products.Originality/valueThis study indicates that moral identity internalization is the primary factor that influences ethical consumption decisions in Chinese societies. In terms of the moderating effect of moral identity symbolization, results showed that the higher an individual’s moral identity symbolization, the stronger the relationship between a collectivistic mindset and the intention to purchase Fair Trade products is. These results can serve as a reference for marketing communications and market segmentation policies in the business world. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Asia Pacific Journal of Marketing and Logistics Emerald Publishing

How consumer mindsets in ethnic Chinese societies affect the intention to buy Fair Trade products

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References (74)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
1355-5855
DOI
10.1108/APJML-06-2016-0107
Publisher site
See Article on Publisher Site

Abstract

PurposeThe purpose of this paper is to examine how psychological antecedents (i.e. consumer mindsets) and individual difference characteristics (i.e. moral identity) affect the intention to purchase Fair Trade products based on the triadic reciprocal causation model in social cognitive theory (Bandura, 1986). The primary factors that influence ethical consumption decisions in ethnic Chinese societies were explored by integrating the unique cultural environment of the Chinese.Design/methodology/approachThe study effective sample comprised university students and professors. Structural equation modelling was used to test the hypotheses and indirect effects. Results showed that moral identity internalization had a mediating effect on the relationship between a collectivistic mindset and the intention to purchase Fair Trade products.FindingsA high moral identity symbolization had a moderating effect on the relationship between a collectivistic mindset and the intention to purchase Fair Trade products. This demonstrated that the two dimensions of moral identity, internalization and symbolization, play different roles and have different functions in regards to the intention to purchase Fair Trade products.Research limitations/implicationsFuture studies are urged to examine this issue at a cultural level by performing a cross-cultural comparison and to integrate consumer heterogeneity for a deeper examination of the interaction between demographic factors and psychological traits on consumer behaviours regarding Fair Trade products.Originality/valueThis study indicates that moral identity internalization is the primary factor that influences ethical consumption decisions in Chinese societies. In terms of the moderating effect of moral identity symbolization, results showed that the higher an individual’s moral identity symbolization, the stronger the relationship between a collectivistic mindset and the intention to purchase Fair Trade products is. These results can serve as a reference for marketing communications and market segmentation policies in the business world.

Journal

Asia Pacific Journal of Marketing and LogisticsEmerald Publishing

Published: Jun 12, 2017

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