Motivations underlying the purchase of products with ethical attributes: An empirical study of fair trade coffee consumption

Abstract

Objective: This study aims to fill the notable gap in empirical research on responsible consumption within the fair trade coffee sector, an area significantly under-explored despite its social importance. Thus, this research aims to enhance understanding of the complex interplay of factors that build loyalty among responsible consumers within the context of fair trade coffee consumption. Specifically, it examines mediation relationships along the cause-and-effect chain, and structural relationships between perceived value, consumer satisfaction and consumer loyalty, and considers social factors (social value) and utilitarian factors (perceived quality) as precursors of perceived value. Methodology: This study uses the structural equation model and multi-group analysis to test three hypothesised mediating effects in a sample of 177 fair trade coffee consumers. Results: Findings reveal that perceived value fully mediates the impact of social value and perceived quality on consumer satisfaction in a fair trade coffee consumption context. While consumer satisfaction significantly influences consumer loyalty, the model did not fully support its mediating role between perceived value and consumer loyalty. Limitations: The quantitative approach has limited the exploration of aspects related to the consumer experience, such as the sensory and emotional dimensions associated with fair trade coffee consumption. Additionally, the study’s focus solely on fair trade coffee consumers has limited the comparison of conventional coffee consumers. Practical implications: Managers must prioritise strategies that enhance perceived value, emphasising both product quality and the social impact of fair trade coffee. Effective communication strategies are crucial to convey this value proposition to responsible consumers, driving customer satisfaction and loyalty.