Willingness to pay for fair trade coffee - the impact of conformity on ethical consumption
(2016) NEKH02 20161Department of Economics
- Abstract
- In this study the willingness to pay and conformity-seeking behaviour of Swedish consumers when purchasing fair trade coffee were examined. It was conducted through a conjoint analysis on data collected from two different questionnaires; one that presented objective information on fair trade, and one that linked fair trade to aspirational cues. The results indicated that ethical claims of fair trade elicit additional utility that increases consumers’ willingness to pay for fair trade coffee. The findings also suggested that conformity-seeking behaviour related to self-image seem to be one of the buying motives behind purchase of fair trade coffee.
Please use this url to cite or link to this publication:
http://lup.lub.lu.se/student-papers/record/8883028
- author
- Wahlstedt, Ylva LU and Lindholm, Rebecka LU
- supervisor
- organization
- course
- NEKH02 20161
- year
- 2016
- type
- M2 - Bachelor Degree
- subject
- keywords
- Fairtrade, conjoint analysis, behavioral economics, willingness to pay, conformity
- language
- English
- id
- 8883028
- date added to LUP
- 2016-06-22 12:30:45
- date last changed
- 2016-06-22 12:30:45
@misc{8883028, abstract = {{In this study the willingness to pay and conformity-seeking behaviour of Swedish consumers when purchasing fair trade coffee were examined. It was conducted through a conjoint analysis on data collected from two different questionnaires; one that presented objective information on fair trade, and one that linked fair trade to aspirational cues. The results indicated that ethical claims of fair trade elicit additional utility that increases consumers’ willingness to pay for fair trade coffee. The findings also suggested that conformity-seeking behaviour related to self-image seem to be one of the buying motives behind purchase of fair trade coffee.}}, author = {{Wahlstedt, Ylva and Lindholm, Rebecka}}, language = {{eng}}, note = {{Student Paper}}, title = {{Willingness to pay for fair trade coffee - the impact of conformity on ethical consumption}}, year = {{2016}}, }