Drivers of consumer’s willingness to pay for fair trade food products: the role of positive and negative emotions

This paper proposes an explanatory model of the intention to pay for fair trade food products based on the stimulus-organism-response (S-O-R) theory. The research aims are to test the effects of general attitudes toward sustainable food products on the valuation of fair-trade food products, to study...

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Detalhes bibliográficos
Autores: Fernández Ferrín, Pilar, Castro González, Sandra, Bande Vilela, Belén, Galán Ladero, María Mercedes
Formato: artículo
Fecha de publicación:2024
País:España
Recursos:Universidad del País Vasco
Repositorio:Addi. Archivo Digital para la Docencia y la Investigación
OAI Identifier:oai:addi.ehu.eus:10810/67729
Acesso em linha:http://hdl.handle.net/10810/67729
Access Level:acceso abierto
Palavra-chave:sustainable products
food
fair trade
emotions
willingness to pay
S-O-R model
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spelling Drivers of consumer’s willingness to pay for fair trade food products: the role of positive and negative emotionsFernández Ferrín, PilarCastro González, SandraBande Vilela, BelénGalán Ladero, María Mercedessustainable productsfoodfair tradeemotionswillingness to payS-O-R modelThis paper proposes an explanatory model of the intention to pay for fair trade food products based on the stimulus-organism-response (S-O-R) theory. The research aims are to test the effects of general attitudes toward sustainable food products on the valuation of fair-trade food products, to study the effects of emotions on willingness to pay for fair trade food products and to analyse the mediating role of product evaluation and emotions. The proposed model was tested using an ordinary least squares estimation and an analysis combining the properties of parallel and serial mediation on a representative sample of 305 consumers in the Basque Country (Spain). Descriptive analyses indicate that respondents had a favourable attitude toward sustainable products and positively valued fair trade products. The willingness to pay was moderate. The results show the importance of emotions, especially pride, in transforming attitudes toward sustainable food products into a willingness to pay for fair trade food products. This study links the more general literature on sustainable products to that of fair-trade products, broadening the focus of the S-O-R theory. In addition, it helps fair trade organisations understand consumer behaviour influenced by positive emotions and attitudes towards sustainable products, including fair trade products.Open Access funding provided thanks to the CRUE-CSIC agreement with Springer Nature. The data collection in this research was supported by medicusmundi Álava/Araba and Enpresa Institutua, University of the Basque Country UPV/EHU (contract number 2020.0183).Springer Nature202420242024info:eu-repo/semantics/articleapplication/pdfhttp://hdl.handle.net/10810/67729reponame:Addi. Archivo Digital para la Docencia y la Investigacióninstname:Universidad del País VascoIngléshttps://link.springer.com/article/10.1007/s12208-023-00366-6info:eu-repo/semantics/openAccesshttp://creativecommons.org/licenses/by/3.0/es/© The Author(s) 2023. This article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/.Atribución 3.0 Españaoai:addi.ehu.eus:10810/677292026-06-18T09:23:17Z
dc.title.none.fl_str_mv Drivers of consumer’s willingness to pay for fair trade food products: the role of positive and negative emotions
title Drivers of consumer’s willingness to pay for fair trade food products: the role of positive and negative emotions
spellingShingle Drivers of consumer’s willingness to pay for fair trade food products: the role of positive and negative emotions
Fernández Ferrín, Pilar
sustainable products
food
fair trade
emotions
willingness to pay
S-O-R model
title_short Drivers of consumer’s willingness to pay for fair trade food products: the role of positive and negative emotions
title_full Drivers of consumer’s willingness to pay for fair trade food products: the role of positive and negative emotions
title_fullStr Drivers of consumer’s willingness to pay for fair trade food products: the role of positive and negative emotions
title_full_unstemmed Drivers of consumer’s willingness to pay for fair trade food products: the role of positive and negative emotions
title_sort Drivers of consumer’s willingness to pay for fair trade food products: the role of positive and negative emotions
dc.creator.none.fl_str_mv Fernández Ferrín, Pilar
Castro González, Sandra
Bande Vilela, Belén
Galán Ladero, María Mercedes
author Fernández Ferrín, Pilar
author_facet Fernández Ferrín, Pilar
Castro González, Sandra
Bande Vilela, Belén
Galán Ladero, María Mercedes
author_role author
author2 Castro González, Sandra
Bande Vilela, Belén
Galán Ladero, María Mercedes
author2_role author
author
author
dc.subject.none.fl_str_mv sustainable products
food
fair trade
emotions
willingness to pay
S-O-R model
topic sustainable products
food
fair trade
emotions
willingness to pay
S-O-R model
description This paper proposes an explanatory model of the intention to pay for fair trade food products based on the stimulus-organism-response (S-O-R) theory. The research aims are to test the effects of general attitudes toward sustainable food products on the valuation of fair-trade food products, to study the effects of emotions on willingness to pay for fair trade food products and to analyse the mediating role of product evaluation and emotions. The proposed model was tested using an ordinary least squares estimation and an analysis combining the properties of parallel and serial mediation on a representative sample of 305 consumers in the Basque Country (Spain). Descriptive analyses indicate that respondents had a favourable attitude toward sustainable products and positively valued fair trade products. The willingness to pay was moderate. The results show the importance of emotions, especially pride, in transforming attitudes toward sustainable food products into a willingness to pay for fair trade food products. This study links the more general literature on sustainable products to that of fair-trade products, broadening the focus of the S-O-R theory. In addition, it helps fair trade organisations understand consumer behaviour influenced by positive emotions and attitudes towards sustainable products, including fair trade products.
publishDate 2024
dc.date.none.fl_str_mv 2024
2024
2024
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/10810/67729
url http://hdl.handle.net/10810/67729
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv https://link.springer.com/article/10.1007/s12208-023-00366-6
dc.rights.none.fl_str_mv info:eu-repo/semantics/openAccess
http://creativecommons.org/licenses/by/3.0/es/
Atribución 3.0 España
eu_rights_str_mv openAccess
rights_invalid_str_mv http://creativecommons.org/licenses/by/3.0/es/
Atribución 3.0 España
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Springer Nature
publisher.none.fl_str_mv Springer Nature
dc.source.none.fl_str_mv reponame:Addi. Archivo Digital para la Docencia y la Investigación
instname:Universidad del País Vasco
instname_str Universidad del País Vasco
reponame_str Addi. Archivo Digital para la Docencia y la Investigación
collection Addi. Archivo Digital para la Docencia y la Investigación
repository.name.fl_str_mv
repository.mail.fl_str_mv
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