Qualitative study reveals key drivers shaping fair trade beliefs among ethical consumers, highlighting factors linking personal values to purchasing actions.
Belief formation is a neglected part of research in consumer behaviour and a potentially valuable area of study for helping to clarify the conditions under which they relate to actual patterns of behaviour. Outlines the results of qualitative research undertaken as part of a major study of readers of the UK Ethical Consumer magazine, which used focus groups to explore issues of major concern to ethical consumers – such as fair trade – and an elicitation questionnaire with a broader sample to ascertain the nature of factors influencing their beliefs on this subject.
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Shaw et al. (1999) studied this question.
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