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Willingness to pay for fair trade coffee - the impact of conformity on ethical consumption

Wahlstedt, Ylva LU and Lindholm, Rebecka LU (2016) NEKH02 20161
Department 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.
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author
Wahlstedt, Ylva LU and Lindholm, Rebecka LU
supervisor
organization
course
NEKH02 20161
year
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},
  keyword      = {Fairtrade,conjoint analysis,behavioral economics,willingness to pay,conformity},
  language     = {eng},
  note         = {Student Paper},
  title        = {Willingness to pay for fair trade coffee - the impact of conformity on ethical consumption},
  year         = {2016},
}