Understanding Differences in Segment-specific Willingness-to-pay for the Fair Trade Label

Paetz, Friederike; Guhl, Daniel

doi:10.15358/0344-1369-2017-4-37

Cited by 11 publications

(9 citation statements)

References 24 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…Similar to green consumption, different types of variables, e.g., geographical, cultural, sociodemographic, and psychographic, are used to profile social consumers. Social consumers were frequently identified to be predominantly female [33][34][35], young [36,37], have a higher level of income [35], live in smaller households [23], and have a higher level of education [35,36,38]. In addition, cultural determinants for fair trade consumption have been maintained [39].…”

Section: Literature Reviewmentioning

confidence: 99%

“…In addition, several operational challenges concerning adequate prices for a (newly introduced) fair trade product (variant) and advertising campaigns have to be addressed by a company. In the field of fair trade product pricing, many research studies on consumers' willingness to pay for fair trade products have recently been published [34,47]. However, it must be considered that a willingness to pay does not translate into the acceptance of a high price premia for fair trade products per se.…”

Section: Inferences On Sustainable Brand Personalitiesmentioning

confidence: 99%

See 1 more Smart Citation

Recommendations for Sustainable Brand Personalities: An Empirical Study

Paetz

2021

Sustainability

Self Cite

View full text Add to dashboard Cite

Sustainability marketing has emerged as an important trend both in practice and academic literature. The relevant literature has heavily focused on determinations of sustainable consumer behavior, and practitioners have used these results to derive short-term marketing decisions, e.g., adequate pricing of sustainable products. However, no study has scrutinized derivations of sustainable brand personalities or provided important long-term, strategic, managerial implications for marketing managers of sustainable brands. This study aims to contribute to this underrepresented research field and makes recommendations for preferred brand personality dimensions for sustainable brands. First, the personality structure of sustainable consumers by using a preference-based two-step segmentation approach is investigated, and subsequent profiling of the sustainable consumer segment is conducted. The research relies on the results of an empirical discrete choice experiment and a personality test, including the data of a representative German consumer sample. Sustainable consumers were found to be highly agreeable and open. Second, the personality results of sustainable consumers are linked to consumers’ personality-specific preferred brand personalities. Third, recommendations for harmonic brand personality dimensions for sustainable brands, e.g., competence, excitement, and sincerity, are derived, and therefore, long-term, strategic, managerial implications are provided.

show abstract

Section: Literature Reviewmentioning

confidence: 99%

Section: Inferences On Sustainable Brand Personalitiesmentioning

confidence: 99%

Recommendations for Sustainable Brand Personalities: An Empirical Study

Paetz

2021

Sustainability

Self Cite

View full text Add to dashboard Cite

show abstract

“…Numerous studies dedicated to the socio-demographic backgrounds of ethical consumers included consumers having an interest and buying fair trade products. The body of literature is, however, not conclusive [4,[59][60][61]. While older studies have identified people with higher education, higher income, and being female as relevant socio-demographic factors impacting ethical food purchasing behaviour [47], more recent studies have found that socio-demographic factors are not good predictors of ethical food purchasing behaviour [8,34,53,54].…”

Section: Socio-demographic Informationmentioning

confidence: 99%

The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany

et al. 2021

View full text Add to dashboard Cite

Fair trade flowers are an important niche product relevant to ethically conscious consumers. The study proposes a model that investigates key factors affecting the behavior of these cut flower consumers in Germany. The study serves to complement the existing studies dedicated to preferences for flower attributes and products, as well as consumers’ willingness to pay. It builds on an online survey with a representative sample of 772 German cut-flower consumers. Partial least squares structural equation modelling shows that concern for the treatment of workers from countries with poor environmental and labor reputations, the breadth of fair trade cut flower information sources, and familiarity with the fair trade concept and its influence on flower production issues positively impact the relative importance that consumers dedicate to fair trade certification as a cut flower attribute. The same factors also positively impact fair trade cut flower buying behavior. Socio-demographic factors did not show any impact. The study concludes with best practice recommendations for retailers and horticultural marketers on how to address the needs and wants of ethically conscious consumers.

show abstract

“…However, even if the influence of (socio-) demographic variables is supported, the direction of the influence is contradictory across different studies. While some researchers have described sensitive consumers as female (e.g., Paetz and Guhl 2017) or young (e.g., De Pelsmacker et al 2005), other studies found older (Carrigan et al 2004) consumers to be more sensitive to social product attributes. At first glance, those ambivalences may be traced back to several determinants, e.g., varying focal product categories, varying cultural contexts, etc.…”

Section: Introductionmentioning

confidence: 99%

“…For a detailed explanation of the calculation of a consumer's willingness-to-pay of the FT label from preference parameters, please refer toPaetz and Guhl (2017).…”

mentioning

confidence: 99%

Personality traits as drivers of social preferences: a mixed logit model application

Paetz

2020

J Bus Econ

Self Cite

View full text Add to dashboard Cite

Currently, social consumption constitutes a rapidly increasing trend with significant potential for companies; moreover, the characterization of social consumers is highly relevant. To date, sociodemographic variables have been widely studied but appear to be less appropriate to uniquely characterize social consumers. Psychographic variables are credited with the ability to overcome these problems, since recent studies maintain that consumers’ personal values and lifestyles are predictors of social consumption. However, personal values and lifestyle represent only two categories of psychological variables. Personality is another variable further known to be an antecedent of personal values and lifestyle. In this study, we focus on the characterization of social consumers based on both their personalities and sociodemographic variables. We conduct an empirical discrete choice experiment and investigate consumers’ personalities as a driver of consumer preferences for the fair trade (FT) label attribute. To operationalize consumers’ personalities, we use the popular five-factor approach. For the determination of consumers’ preferences, we estimate a mixed logit model including both unobserved preference heterogeneity and observed heterogeneity. Observed heterogeneity is captured by consumers’ personalities and sociodemographic variables. We find that gender, academic degree, income and four personality traits are important drivers of consumers’ social preferences. We determine the interaction effects between sociodemographic and personality variables and argue for the consideration of personality in the characterization of social consumers as the core source of social preferences. A subsequent simulation study provides further insight into marketing strategies derived from the personality-characterization of social consumers.

show abstract

Understanding Differences in Segment-specific Willingness-to-pay for the Fair Trade Label

Cited by 11 publications

References 24 publications

Recommendations for Sustainable Brand Personalities: An Empirical Study

Recommendations for Sustainable Brand Personalities: An Empirical Study

The Ethically Conscious Flower Consumer: Understanding Fair Trade Cut Flower Purchase Behavior in Germany

Personality traits as drivers of social preferences: a mixed logit model application

Contact Info

Product

Resources

About