Sara Quach, Robin Roberts, Simon Dang, Alec Zuo, Park Thaichon
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引用次数: 0
Abstract
The interplay between egoistic and altruistic values, self-identity, and ethical behaviors remains underexplored, despite its significance in ethical consumption. This study investigates these dynamics by developing and testing the Value-Identity-Behavior model using a robust dataset of 3,023 participants from three leading fairtrade markets in Europe: the U.K., France, and Germany. Our findings reveal that self-identity positively influences willingness to pay (WTP) for fairtrade products, as consumers are more inclined to pay a premium when these products align with their self-concept. Both altruistic and egoistic values shape self-identity, although their impacts differ. Specifically, egoistic values such as monetary, visual, and functional considerations negatively affect WTP, while sensory and altruistic values enhance it. Additionally, egoistic values uniformly moderate the relationship between self-identity and ethical behaviors. Interestingly, altruistic values exert a negative moderating effect, suggesting that when altruistic values are dominant, self-identity expression becomes less critical for ethical purchasing decisions. The study concludes with theoretical insights and practical recommendations for promoting fairtrade products.
期刊介绍:
Appetite is an international research journal specializing in cultural, social, psychological, sensory and physiological influences on the selection and intake of foods and drinks. It covers normal and disordered eating and drinking and welcomes studies of both human and non-human animal behaviour toward food. Appetite publishes research reports, reviews and commentaries. Thematic special issues appear regularly. From time to time the journal carries abstracts from professional meetings. Submissions to Appetite are expected to be based primarily on observations directly related to the selection and intake of foods and drinks; papers that are primarily focused on topics such as nutrition or obesity will not be considered unless they specifically make a novel scientific contribution to the understanding of appetite in line with the journal's aims and scope.