Do preferences for fair trade rely on ethical argument or logos?

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dc.contributor.authorKonopka, RMen_US
dc.contributor.authorWright, MJen_US
dc.contributor.authorAvis, Men_US
dc.contributor.authorFeetham, PMen_US
dc.contributor.editorSinha, Aen_US
dc.contributor.editorCadeaux, Jen_US
dc.contributor.editorBucic, Ten_US
dc.coverage.spatialSydney, Australiaen_US
dc.date.available2016-02-19en_US
dc.date.finish-date2015-12-02en_US
dc.date.issued2016-02-19en_US
dc.date.start-date2015-11-30en_US
dc.description.abstractThis paper investigates the effect of ethical labelling on consumer choice in the context of fair trade. Previous studies have shown that the Fairtrade logo has a positive effect on brand choice. However, it is uncertain whether this effect is due to attention to an ethical claim or due to the Fairtrade brand. Understanding which of these two aspects are the main drivers in consumers’ decision making can help marketers to design marketing communications and packaging strategies. This paper reports a conjoint experiment that compares the effect of the Fairtrade logo with a hypothetical comparator logo that is matched on contrast, size, number of colours and ethical context. The effect of the Fairtrade logo was much larger than for the comparator logo demonstrating that fair trade effects are not solely due to mere attention or ethical appeal.en_US
dc.description.confidentialfalseen_US
dc.description.place-of-publicationSydney, Australiaen_US
dc.format.extent690 - 696 (7)en_US
dc.identifierhttp://www.anzmac.org/_resourceitems/14558601192015-ANZMAC-Conference-Proceedings.pdfen_US
dc.identifier.citationConference Proceedings 2015 Innovation and Growth Strategies in Marketing, 2016, pp. 690 - 696 (7)en_US
dc.identifier.elements-id259656
dc.identifier.harvestedMassey_Dark
dc.identifier.issn1441-3582en_US
dc.publisherANZMACen_US
dc.publisher.urihttp://www.anzmac.org/_resourceitems/14558601192015-ANZMAC-Conference-Proceedings.pdfen_US
dc.relation.isPartOfConference Proceedings 2015 Innovation and Growth Strategies in Marketingen_US
dc.relation.replaceshttp://hdl.handle.net/123456789/2580
dc.relation.replaces123456789/2580
dc.sourceAustralian and New Zealand Marketing Academy Conferenceen_US
dc.subjectfair trade, consumer choice, conjoint analysis, ethical labellingen_US
dc.subject.anzsrc15 Commerce, Management, Tourism and Servicesen_US
dc.titleDo preferences for fair trade rely on ethical argument or logos?en_US
dc.typeConference Paper
pubs.notesNot knownen_US
pubs.organisational-group/Massey University
pubs.organisational-group/Massey University/Massey Business School
pubs.organisational-group/Massey University/Massey Business School/School of Communication, Journalism and Marketing
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