The influence of reputational concerns on purchase intention of fair-trade foods among young Japanese adults |
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| Affiliation: | 1. Department of Information Environment, Tokyo Denki University, 2-1200 Muzaigakuendai, Inzai, Chiba 270-1382, Japan;2. Sensory & Cognitive Food Science Laboratory, National Food Research Institute, National Agriculture and Food Research Organization, 2-1-12, Kannondai, Tsukuba, Ibaraki 305-8642, Japan;3. Department of Psychology, Nihon University, 3-25-40, Sakurajosui, Setagaya, Tokyo 156-8550, Japan;4. Graduate School of System and Information Engineering, University of Tsukuba, 1-1-1, Tennodai, Tsukuba, Ibaraki 305-8573, Japan;5. Graduate School of Literature and Social Sciences, Nihon University, 3-25-40, Sakurajosui, Setagaya, Tokyo 156-8550, Japan;1. College of Risk Management, Nihon University, 3-34-1 Shimouma, Setagaya, Tokyo 154-8513, Japan;2. Department of System Design and Technology, Tokyo Denki University, 5 Senju-asahicho, Adachi-ku, Tokyo 120-8551, Japan;3. College of Science and Engineering, Ritsumeikan University, 1-1-1, Noji-higashi, Kusatsu, Shiga 525-8577, Japan;1. Public Health, Department of Social Medicine, Osaka University Graduate School of Medicine, Osaka, Japan;2. Department of Public Health Medicine, Faculty of Medicine, University of Tsukuba, Tsukuba, Japan;3. Epidemiology and Prevention Group, Center for Public Health Sciences, National Cancer Center, Tokyo, Japan;1. Department of Food Quality and Nutrition, Research and Innovation Centre, Fondazione Edmund Mach (FEM), Via E. Mach 1, 38010 S. Michele all’Adige, Italy;2. University of Gastronomic Sciences, Piazza Vittorio Emanuele 9, 12060 Bra, Italy |
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| Abstract: | This study explores whether reputational concerns have an effect on purchase intention for fair-trade food products among Japanese young adults. To manipulate reputation cues, we assessed consumers’ intentions to purchase fair-trade food products under two different experimental situations: the ‘observable’ condition, in which participants’ purchase behaviors were observable by others (N = 84); and the ‘anonymous’ condition, in which participants’ purchase behavior could not be observed by others (N = 106). The effect of six sensory and extrinsic attributes including fair trade, price, country of manufacture, taste characteristics, polyphenol content and caloric content on consumer intentions to purchase chocolate was evaluated using conjoint analysis. Results demonstrated that participants under the observable condition valuated fair trade higher than those under the anonymous condition, whereas the opposite tendency was observed for the valuation of price and caloric content for their overall purchase intention. These phenomena suggest that ethical consumption, such as purchasing fair-trade foods, is influenced not only by individual’s intrinsic motives for ethical issues but also by extrinsic social factors such as reputation-enhancing opportunities. |
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