中东消费者购买公平贸易产品意向的决定因素:性别是否重要?

IF 2.3 Q3 BUSINESS
Narjes Haj-Salem
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引用次数: 0

摘要

消费者越来越意识到他们的消费选择对环境和社会的影响,从而导致对公平贸易产品的需求大幅增加。然而,尽管这一趋势近年来迅速增长,公平贸易产品市场在中东仍处于早期阶段,尽管该地区的人均收入很高。本研究调查了中东地区公平贸易产品消费背后的动机。这样做的目的是提供有价值的见解和实际意义,以便制定有效和有针对性的营销战略,在该地区推广公平贸易产品。本研究主要探讨两个问题:(1) 环境意识、社会规范、道德义务和态度在多大程度上影响中东消费者购买公平贸易产品的意向?(2)性别是否会调节这些变量与公平贸易购买意向之间的关系?通过揭示中东地区公平贸易消费的驱动因素,这项研究拓展了社会营销文献,并为该领域的发展提供了信息。研究结果为营销人员和政策制定者提供了宝贵的见解,有助于他们制定有效的、量身定制的营销策略,在中东市场推广公平贸易产品。数据是通过使用 Qualtrics 对阿拉伯联合酋长国的 252 名消费者进行在线调查收集的。研究采用了先前研究中的既定量表来测量建构。使用结构方程模型分析和多组分析对假设进行了检验。结果显示,对公平贸易产品的态度对购买意向的影响最大,其次是环境意识、社会规范和道德义务。值得注意的是,调节分析显示,虽然态度和环保意识对不同性别的影响相当,但社会规范对女性购买公平贸易产品意向的影响明显高于男性。另一方面,道德义务只对男性购买公平贸易产品的意向产生显著影响。这项研究为寻求在中东市场推广公平贸易产品的营销人员和政策制定者提供了宝贵的见解,并强调了考虑公平贸易消费中性别差异的定制营销策略的必要性。数据是通过对阿联酋公众自愿参与的横断面调查收集的。虽然这种方法通常用于道德消费研究,但可能出现的选择偏差会限制研究结果的普遍性。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Determinants of Consumer Intention to Purchase Fair Trade Products in the Middle East: Does Gender Matter?
Consumers are increasingly mindful of the influence of their consumption choices on the environment and society, leading to a significant increase in demand for fair trade products. However, while this trend has been rapidly growing in recent years, the market for fair trade products is still in its early stage in the Middle East, despite the region’s high per capita income. This study investigates the motivations behind fair trade product consumption in the Middle East. By doing this, it aims to provide valuable insights and practical implications for developing effective and tailored marketing strategies to promote fair trade products in the region. This study addresses two main questions: (1) To what extent do environmental consciousness, social norms, moral obligation, and attitude influence Middle Eastern consumers’ intention to purchase fair trade products? (2) Does gender moderate the relationships between these variables and fair trade purchase intention? By shedding light on the drivers of fair trade consumption in the Middle East, a largely under-researched region, this study expands the social marketing literature and informs advancements in the field. The findings equip marketers and policymakers with valuable insights for devising effective and tailored marketing strategies to promote fair trade products in the Middle East market. The data were collected through an online survey administered to 252 consumers in the United Arab Emirates using Qualtrics. Established scales were adopted from prior research to measure the constructs. The hypotheses were tested using structural equation modeling analysis and multi-group analysis. The results showed that attitude towards fair trade products had the highest impact on purchase intention, followed by environmental consciousness, social norms, and moral obligation. Notably, the moderating analysis revealed that while attitude and environmental consciousness had comparable effects across genders, the impact of social norms on the intention to purchase fair trade products was significantly higher for females than males. Moral obligation, on the other hand, only significantly affected males’ intention to buy fair trade products. The study offers valuable insights for marketers and policymakers seeking to promote fair trade products in the Middle East market and highlights the need for tailored marketing strategies that consider gender differences in fair trade consumption. The data were collected through a cross-sectional survey of the general public in the UAE based on voluntary participation. While this approach is commonly used in ethical consumption research, the potential for selection bias may limit the generalizability of the results.
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来源期刊
CiteScore
4.30
自引率
16.70%
发文量
21
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