Inciting consumers to buy fairly‐traded products: a field experiment

Abstract

Purpose – Research on fairly-traded products has shown that changing consumers' attitudes may not be the best strategy to bring consumers to purchase these products. The objective of this study is to examine a different, non-cognitive approach based on the utilization of behavioral influence strategies. Design/methodology/approach – A field experiment was conducted involving 168 consumers. The experiment took place in the context of a commercial stand in which fairly-traded products such as coffee, sugar, chocolate, and so on, were sold. Three factors were manipulated: the concreteness of the information provided to visitors; the provision of information about the popularity of fairly-traded products among relevant others; and the possibility of receiving concrete feedback from a producer. Findings – The paper finds that, contrary to what was expected, abstract information led to a greater amount of money spent on average by visitors. In addition, knowing that fairly-traded products were popular among relevant others had a significant impact on money spent only when feedback was not offered to the participants. Research limitations/implications – A field experiment does not offer a high degree of control over nuisance variables. The application of the manipulations and the randomization of participants in this study were therefore not optimal. Practical implications – Managers involved in the marketing of fairly-traded products who communicate with potential buyers using concrete messages should make sure that consumers are attentive to their messages. These messages should inform consumers that fairly-traded products are purchased by relevant others. Originality/value – The paper provides useful information on how to influence consumers' attitudes to purchasing fairly-traded products.