Does fair trade matter to consumers? A study of African cultural products

摘要

This study uses an adapted S-O-R framework to investigate the influence of fair trade (FT) product information for African cultural products. Consumer's internal state (affective and cognitive) and purchase intention towards a FT African cultural product is examined while considering previous FT knowledge and concern. Data were collected through a structured questionnaire distributed on social media sites employing a snowballing technique. It was determined that FT knowledge and concern, especially the dimension of concern, was a significant indicator of consumer's internal states and purchase intention. Consumers' affective and cognitive state also significantly influence purchase intention consistent with previous studies using the S-O-R model. Following these findings, it is important for FT retailers, policy-makers, and socially responsible organisations to understand and evoke a consumer's concern for FT as a way to ensure higher levels of purchase intention towards unique African cultural products.