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Social- and self-image concerns in fair-trade consumption

Author

Listed:
  • Sabrina Teyssier

    (ALISS - Alimentation et sciences sociales - INRA - Institut National de la Recherche Agronomique)

  • Fabrice Etilé

    (ALISS - Alimentation et sciences sociales - INRA - Institut National de la Recherche Agronomique, PSE - Paris-Jourdan Sciences Economiques - ENS-PSL - École normale supérieure - Paris - PSL - Université Paris Sciences et Lettres - INRA - Institut National de la Recherche Agronomique - EHESS - École des hautes études en sciences sociales - ENPC - École des Ponts ParisTech - CNRS - Centre National de la Recherche Scientifique, PSE - Paris School of Economics - UP1 - Université Paris 1 Panthéon-Sorbonne - ENS-PSL - École normale supérieure - Paris - PSL - Université Paris Sciences et Lettres - EHESS - École des hautes études en sciences sociales - ENPC - École des Ponts ParisTech - CNRS - Centre National de la Recherche Scientifique - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement)

  • Pierre P. Combris

    (ALISS - Alimentation et sciences sociales - INRA - Institut National de la Recherche Agronomique)

Abstract
Social interactions may alter the purchase of fair-trade food products by triggering social- or self-image concerns. We identify these concerns by eliciting the willingness-to-pay (WTP) premium for fair-trade vs. non-fair-trade chocolate of subjects under various conditions. We find that both social- and self-image matter: (i) subjects' WTP premium for fair-trade is higher when their decisions are made public; and (ii) subjects revise this premium upward (downward) when their expectations about the premium of others increase (decrease). However, there are significant asymmetries. Making decisions public decreases the WTP for non-fair-trade chocolate rather than increases the WTP for fair-trade chocolate. Downward revisions of the premium are larger and more frequent than upward revisions.

Suggested Citation

  • Sabrina Teyssier & Fabrice Etilé & Pierre P. Combris, 2015. "Social- and self-image concerns in fair-trade consumption," PSE-Ecole d'économie de Paris (Postprint) halshs-01203174, HAL.
    • Handle: RePEc:hal:pseptp:halshs-01203174
    DOI: 10.1093/erae/jbu036
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    Cited by:

    1. A. Beldad & S. Hegner, 2018. "Determinants of Fair Trade Product Purchase Intention of Dutch Consumers According to the Extended Theory of Planned Behaviour," Journal of Consumer Policy, Springer, vol. 41(3), pages 191-210, September.
    2. Friedrichsen, Jana & Engelmann, Dirk, 2018. "Who cares about social image?," European Economic Review, Elsevier, vol. 110(C), pages 61-77.
    3. Bazoche, Pascale & Guinet, Nicolas & Poret, Sylvaine & Teyssier, Sabrina, 2023. "Does the provision of information increase the substitution of animal proteins with plant-based proteins? An experimental investigation into consumer choices," Food Policy, Elsevier, vol. 116(C).
    4. Jibonayan Raychaudhuri & Ada Wossink, 2018. "Ecolabels and The Economic Recession," Economics Discussion Paper Series 1807, Economics, The University of Manchester.
    5. Holm, Hakan J. & Samahita, Margaret, 2018. "Curating social image: Experimental evidence on the value of actions and selfies," Journal of Economic Behavior & Organization, Elsevier, vol. 148(C), pages 83-104.
    6. Bosbach, Moritz & Maietta, Ornella Wanda, 2019. "The Implicit Price for Fair Trade Coffee: Does Social Capital Matter?," Ecological Economics, Elsevier, vol. 158(C), pages 34-41.
    7. Mengmeng Xu & Hongyan Jiang & Huimin Tan, 2023. "Can power predict consumers’ preferences for aesthetic products? The moderating role of locus of control," Marketing Letters, Springer, vol. 34(4), pages 575-589, December.
    8. Menapace, Luisa & Raffaelli, Roberta, 2020. "Unraveling hypothetical bias in discrete choice experiments," Journal of Economic Behavior & Organization, Elsevier, vol. 176(C), pages 416-430.
    9. Burton, Kati & Becker, Douglas & Hovardas, Tasos & Wardropper, Chloe B. & Maas, Alexander, 2024. "Assessing policy preferences for preventing and managing wildfire in Greece," Forest Policy and Economics, Elsevier, vol. 163(C).
    10. Lefoll, Erwin & Günther, Isabel & Veronesi, Marcella, 2022. "Low Demand for Fair Trade Chocolate: Lack of Efficiency, Attention, Knowledge or Trust?," VfS Annual Conference 2022 (Basel): Big Data in Economics 264065, Verein für Socialpolitik / German Economic Association.
    11. Gohary, Ali & Madani, Fatima & Chan, Eugene Y. & Tavallaei, Stella, 2023. "Political ideology and fair-trade consumption: A social dominance orientation perspective," Journal of Business Research, Elsevier, vol. 156(C).

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