Details
| Original language | English |
|---|---|
| Title of host publication | Environmental Footprints and Eco-Design of Products and Processes |
| Pages | 121-136 |
| Number of pages | 16 |
| Publication status | Published - 19 Aug 2015 |
Publication series
| Name | Environmental Footprints and Eco-Design of Products and Processes |
|---|---|
| ISSN (Print) | 2345-7651 |
| ISSN (electronic) | 2345-766X |
Abstract
Green consumption has evolved into consumption that also addresses ethical factors. The twenty-first century is perceived to reflect the emancipation of the ethical consumer, who is “shopping for a better world” (Low and Davenport in J Consum Behav 6(5):336–348, 2007). The rising consumer demand for ethical alternatives is present in all product categories, and—reasoning that the concept of sustainability with aspects such as exclusivity and rareness shares similar values with the concept of luxury—the aim of our study is to examine the luxury of sustainability against the backdrop of the research questions concerning a proposed similarity of consumer associations between luxury and ethical products. As specific context, we have chosen the orientation to and acceptance of Fair Trade products. In detail, the present study empirically investigates a multidimensional framework of intrapersonal Fair Trade orientation, fair-trade-oriented luxury perception, and fair-trade-oriented customer perceived value with reference to the recommendation of Fair Trade products. The first contribution of our research is to provide a conceptual framework of value-based drivers of Fair Trade product perception against the backdrop of the luxury concept. Second, the empirical findings of the applied partial least squares equation modeling (PLS-SEM) contribute to the understanding of consequences of Fair-Trade-based perception. Customers who reveal a high luxury perception of Fair Trade products are strengthened in the Fair Trade idea which results in higher customer perceived value as well as the willingness to recommend Fair Trade products. Third, the data analysis of the applied PLS-SEM approach demonstrates that positive Fair Trade behavior is influenced by direct and indirect effects. With reference to the conducted study, being an active promoter of Fair Trade products is directly determined by the customers’ perceived product value (benefit in relation to cost), but also directly and indirectly affected by the overall luxury product perception as well as the intrapersonal level of Fair Trade orientation.
Keywords
- Customer perceived value, Fair Trade, Sustainable luxury
ASJC Scopus subject areas
- Energy(all)
- Renewable Energy, Sustainability and the Environment
- Environmental Science(all)
- Water Science and Technology
- Environmental Science(all)
- Waste Management and Disposal
- Environmental Science(all)
- Management, Monitoring, Policy and Law
- Engineering(all)
- Industrial and Manufacturing Engineering
Sustainable Development Goals
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Environmental Footprints and Eco-Design of Products and Processes. 2015. p. 121-136 (Environmental Footprints and Eco-Design of Products and Processes).
Research output: Chapter in book/report/conference proceeding › Contribution to book/anthology › Research › peer review
}
TY - CHAP
T1 - The Luxury of Sustainability
T2 - Examining Value-Based Drivers of Fair Trade Consumption
AU - Schmidt, Steffen
AU - Hennigs, Nadine
AU - Behrens, Stefan
AU - Karampournioti, Evmorfia
PY - 2015/8/19
Y1 - 2015/8/19
N2 - Green consumption has evolved into consumption that also addresses ethical factors. The twenty-first century is perceived to reflect the emancipation of the ethical consumer, who is “shopping for a better world” (Low and Davenport in J Consum Behav 6(5):336–348, 2007). The rising consumer demand for ethical alternatives is present in all product categories, and—reasoning that the concept of sustainability with aspects such as exclusivity and rareness shares similar values with the concept of luxury—the aim of our study is to examine the luxury of sustainability against the backdrop of the research questions concerning a proposed similarity of consumer associations between luxury and ethical products. As specific context, we have chosen the orientation to and acceptance of Fair Trade products. In detail, the present study empirically investigates a multidimensional framework of intrapersonal Fair Trade orientation, fair-trade-oriented luxury perception, and fair-trade-oriented customer perceived value with reference to the recommendation of Fair Trade products. The first contribution of our research is to provide a conceptual framework of value-based drivers of Fair Trade product perception against the backdrop of the luxury concept. Second, the empirical findings of the applied partial least squares equation modeling (PLS-SEM) contribute to the understanding of consequences of Fair-Trade-based perception. Customers who reveal a high luxury perception of Fair Trade products are strengthened in the Fair Trade idea which results in higher customer perceived value as well as the willingness to recommend Fair Trade products. Third, the data analysis of the applied PLS-SEM approach demonstrates that positive Fair Trade behavior is influenced by direct and indirect effects. With reference to the conducted study, being an active promoter of Fair Trade products is directly determined by the customers’ perceived product value (benefit in relation to cost), but also directly and indirectly affected by the overall luxury product perception as well as the intrapersonal level of Fair Trade orientation.
AB - Green consumption has evolved into consumption that also addresses ethical factors. The twenty-first century is perceived to reflect the emancipation of the ethical consumer, who is “shopping for a better world” (Low and Davenport in J Consum Behav 6(5):336–348, 2007). The rising consumer demand for ethical alternatives is present in all product categories, and—reasoning that the concept of sustainability with aspects such as exclusivity and rareness shares similar values with the concept of luxury—the aim of our study is to examine the luxury of sustainability against the backdrop of the research questions concerning a proposed similarity of consumer associations between luxury and ethical products. As specific context, we have chosen the orientation to and acceptance of Fair Trade products. In detail, the present study empirically investigates a multidimensional framework of intrapersonal Fair Trade orientation, fair-trade-oriented luxury perception, and fair-trade-oriented customer perceived value with reference to the recommendation of Fair Trade products. The first contribution of our research is to provide a conceptual framework of value-based drivers of Fair Trade product perception against the backdrop of the luxury concept. Second, the empirical findings of the applied partial least squares equation modeling (PLS-SEM) contribute to the understanding of consequences of Fair-Trade-based perception. Customers who reveal a high luxury perception of Fair Trade products are strengthened in the Fair Trade idea which results in higher customer perceived value as well as the willingness to recommend Fair Trade products. Third, the data analysis of the applied PLS-SEM approach demonstrates that positive Fair Trade behavior is influenced by direct and indirect effects. With reference to the conducted study, being an active promoter of Fair Trade products is directly determined by the customers’ perceived product value (benefit in relation to cost), but also directly and indirectly affected by the overall luxury product perception as well as the intrapersonal level of Fair Trade orientation.
KW - Customer perceived value
KW - Fair Trade
KW - Sustainable luxury
UR - http://www.scopus.com/inward/record.url?scp=85075856692&partnerID=8YFLogxK
UR - https://www.scopus.com/record/display.uri?eid=2-s2.0-84956521671&origin=inward&txGid=294fae80f6d8e275e13bea3250fc3ddc
U2 - 10.1007/978-981-287-742-0_7
DO - 10.1007/978-981-287-742-0_7
M3 - Contribution to book/anthology
AN - SCOPUS:85075856692
T3 - Environmental Footprints and Eco-Design of Products and Processes
SP - 121
EP - 136
BT - Environmental Footprints and Eco-Design of Products and Processes
ER -