Cosmopolitanism and ethical consumption: An extended theory of planned behavior and modeling for fair trade coffee consumers in South Korea

Abstract

To better understand consumers' fair trade purchasing intentions, this study proposed an extended model of the Theory of Planned Behavior (TPB) in which a new determinant, cosmopolitanism, was added to reflect consumers' global orientation and perception of fair trade coffee in the context of globalization. In addition, this study employed the construct of “purchase implementation intention” to address the gap between stated intention and actual behavior. To test the study's hypotheses, a random survey was administered to 400 participants in Seoul, South Korea, a key emerging market for fair trade coffee consumption. The data were analyzed using a hierarchical regression method. Our findings suggest that (i) attitudes toward purchasing fair trade coffee, subjective norms, and cosmopolitanism were significant factors in predicting purchase implementation intentions with regard to fair trade coffee; (ii) perceived behavioral control was not statistically significant; and (iii) cosmopolitanism had a partial moderating effect on purchase implementation intentions. To confirm the utility of purchase implementation intention, a choice experiment involving 145 undergraduate and graduate students was administered. The data were analyzed using logistic regression. Purchase implementation intention was shown to reflect consumers' actual choice of fair trade coffee. Theoretical and managerial implications are discussed.

Roles of constraint and attachment in crowdfunder behavior for sustainable development: An extended theory of planned behavior

“…In particular, sustainability scholars have found that the TPB model helps explain consumer behavior in terms of the adoption of agri‐environmental innovations (Caffaro, Roccato, Micheletti Cremasco, & Cavallo, 2019), cross‐cultural sustainable consumption (Ceglia, de Oliveira Lima, & Leocádio, 2015), and residents' participation in sustainable development (Hao et al, 2020). Furthermore, the use of an ETPB on sustainable development has been found to successfully predict ethical consumption behavior and cosmopolitanism (Lee, Jin, & Shin, 2018). Due to the significance of the ETPB in crowdfunding, this study attempts to examine funder behavior using the ETPB and theories of constraints and attachment style in the context of sustainability crowdfunding.…”

The impacts of perceived moral obligation and sustainability self‐identity on sustainability development: A theory of planned behavior purchase intention model of sustainability‐labeled coffee and the moderating effect of climate change skepticism

“…The theory of planned behavior (TPB) model (Ajzen, 1991) consists of three focal components: attitude, subjective norms, and perceived behavioral control. Numerous studies have applied this theoretical TPB model to explore consumers' willingness to participate in certain pro‐environmental behaviors (e.g., Bamberg, Ajzen, & Schmidt, 2003; Bamberg & Schmidt, 2001; Chen, 2016; Lam, 1999; Terry, Hogg, & White, 1999) and purchase behavior of environmentally sustainable products (Kumar, Manrai, & Manrai, 2017; Lee, Jin, & Shin, 2018). In addition, a meta‐analysis conducted by Nardi, Jardim, Ladeira, and Santini (2019) had verified that the application of the TPB model is robust to predict food choice.…”

Fair trade and consumer valuation: Purchase intentions in an emerging economy

“…There are increasingly more people, organisations and institutions, which alert about the risks of economic and consumption models that advocate an intensive use of resources (Chen et al, 2016; Fellner & Goehmann, 2020; Goyes & Sollund, 2018; Mikulčić et al, 2020; Zasada et al, 2020). In this sense, a consumption trend, which seems to follow more ethical and sustainable behaviour patterns has been noted in recent years (Chatzidakis et al, 2016; Lee et al, 2018; Rousseau, 2015). However, the market share, which this segment represents is still very small compared with that of traditional basic products (Brunner, 2014; Schollenberg, 2012).…”