To Buy or Not to Buy: The Fair-Trade Buying Decision A study analyzing fair-trade buying motivations and the willingness to pay of Dutch customers. Author:

Simple item page
dc.contributor.advisorSchouteten, R.
dc.contributor.authorZwartkruis, Lisette
dc.date.issued2021-08-12
dc.description.abstractThis study examines the willingness to pay for fair-trade products by Dutch customers and the influential factors on the willingness to pay. The aim of this study is to add to the existing academic knowledge and insights into general customer attitudes and behavior with respect to fair-trade products. In order to find an answer a survey is designed based on existing literature and (empirical) studies. The survey resulted in data from 320 respondents. The average willingness to pay extra for fair-trade coffee, curry, chocolate sprinkles and coconut milk compared to a non-fair-trade A-branded alternative is estimated at 12,6%, 12,9%, 12,4%, and 12,3%, respectively. The influential factors on the willingness to pay were tested by means of an Ordinal Logistic Regression Analysis. The results of this analysis indicate that demographic characteristics have no significant predatory power on the willingness to pay, except the education attainment level. Furthermore, observability of the product being fair-trade and the knowledge of the concept of fair-trade are positively related with the willingness to pay. Perceived customer effectiveness and ethical identity are partly significant predictors for the dependent variable depending on the food-category.en_US
dc.identifier.urihttps://theses.ubn.ru.nl/handle/123456789/11504
dc.language.isoenen_US
dc.thesis.facultyFaculteit der Managementwetenschappenen_US
dc.thesis.specialisationInternational Businessen_US
dc.thesis.studyprogrammeMaster Business Administrationen_US
dc.thesis.typeMasteren_US
dc.titleTo Buy or Not to Buy: The Fair-Trade Buying Decision A study analyzing fair-trade buying motivations and the willingness to pay of Dutch customers. Author:en_US
Files
Original bundle
Now showing 1 - 1 of 1
Thumbnail Image
Name:
4561139_LisetteZwartkruis_MT_IB_V1.pdf
Size:
1.02 MB
Format:
Adobe Portable Document Format
Download
Collections
Faculteit der Managementwetenschappen