Acta Univ. Agric. Silvic. Mendelianae Brun. 2018, 66(2), 465-478 | DOI: 10.11118/actaun201866020465

Human Values as Determinants of Fairtrade Consumption in the Czech Republic

Ondřej Částek, Linda Plaváková
Department of Corporate Economy, Faculty of Economics and Administration, Masaryk University, Žerotínovo nám. 9, 601 77 Brno, Czech Republic

Ethical consumerism is a growing field. It attracts increasingly more attention not only from the supply and demand sides, but also from researchers. Numerous surveys are trying to describe consumers' behaviour; many studies are trying to identify and analyse what contributes to the higher ethical consumption. While this is also the case of the Czech Republic, empirical evidence focused on the effect of consumers' values on ethical consumerism in the Czech Republic is still missing. Therefore, our goal is to examine the effect of consumers' values on Fairtrade consumption in the Czech Republic. We measure the values through the Human Values Scale (developed by S. Schwartz) and use socio-demographic characteristics as control variables in a multivariate model. We find that Universalism and Power are values which can predict the frequency of Fairtrade purchases among Czech online Fairtrade shoppers. Along with Universalism, gender proves to be an important predictor too. While generalizing our results, we must bear in mind that our sample describes only those who do purchase Fair trade products on-line.

Keywords: Ethical purchases, ethical consumer, fair trade, Fairtrade, empirical research, human values, gender
Grants and funding:

This work has been supported by the Research Institute for Sustainable Business (http://risb.econ.muni.cz/en).

Published: May 2, 2018  Show citation

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Částek, O., & Plaváková, L. (2018). Human Values as Determinants of Fairtrade Consumption in the Czech Republic. Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, 66(2), 465-478. doi: 10.11118/actaun201866020465
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