Precursors and outcomes of satisfaction of fair trade coffee consumers

  1. Samira Mili 1
  2. Carlos Ferro-Soto 2
  1. 1 Moulay Ismail University
  2. 2 Universidade de Vigo
    info

    Universidade de Vigo

    Vigo, España

    ROR https://ror.org/05rdf8595

Revista:
European journal of management and business economics

ISSN: 2444-8494,  2444-8451

Any de publicació: 2024

Volum: 33

Número: 2

Pàgines: 195-211

Tipus: Article

DOI: 10.1108/EJMBE-03-2022-0079 DIALNET GOOGLE SCHOLAR lock_openAccés obert editor

Altres publicacions en: European journal of management and business economics

Objectius de Desenvolupament Sostenible

Resum

Purpose– This paper aims to identify the antecedents and postcedents of customer satisfaction, including utilitarian, social and emotional factors, in a fair trade (FT) coffee consumption context. Design/methodology/approach– This paper is based on a broad range of 177 consumers of FT coffee in Spain, the data analysis used structural equation modeling (SEM) with SPSS/AMOS 26.0 software. Findings–Thispapersupportsthatbothcustomersocialvalueandqualityaffectperceivedvalue (PV).PVin turn haseffectsoncustomersatisfaction andthelatterinfluencesloyalty.Conversely, bothcustomeremotional value and customer expectations were not confirmed as antecedents of PV. Researchlimitations/implications–Theconsumersatisfactionanalysisconducteddiffers substantially from those of conventionally traded coffee, as social and emotional factors were considered along with utilitarian factors. Practicalimplications–Practitioners,retailersandrelevantinstitutionsshoulddesignstrategiestomanage efficiently channel efforts to improve the consumer satisfaction and its loyalty. Originality/value– This paper contributes to a substantial improvement in the understanding of consumer satisfaction and its consequences, in FT coffee consumption contexts. A new integrated theoretical model on customer satisfaction has been provided, which includes social and emotional perception factors, along with cognitive perception (quality and expectations) factors.

Referències bibliogràfiques

  • Anderson, E.W. and Fornell, C. (2000), “Foundations of the American customer satisfaction index”, Total Quality Management, Vol. 11 No. 7, pp. 869-882, doi: 10.1080/09544120050135425.
  • Anderson, J.C. and Gerbing, D.W. (1988), “Structural equation modeling in practice: a review and recommended two-step approach”, Psychological Bulletin, Vol. 103 No. 3, pp. 411-423, doi: 10.1037/ 0033-2909.103.3.411.
  • Aurier, P., Evrard, Y. and N’goala, G. (2004), “Comprendre et mesurer la valeur du point de vue du consommateur”, Recherche et Applications en Marketing, Vol. 19 No. 3, pp. 1-20, doi: 10.1177/ 076737010401900301.
  • Beldad, A. and Hegner, S. (2018), “Determinants of fair trade product purchase intention of Dutch consumers according to the extended theory of planned behaviour: the moderating role of gender”, Journal of Consumer Policy, Vol. 41, pp. 191-210, doi: 10.1007/s10603-018-9384-1.
  • Bosbach, M. and Maietta, O.W. (2019), “The implicit price for fair trade coffee: does social capital matter?”, Ecological Economics, Vol. 158, pp. 34-41, doi: 10.1016/j.ecolecon.2018.12.010.
  • Cailleba, P. and Casteran, H. (2010), “Do ethical values work? A quantitative study of the impact of fair trade coffee on consumer behavior”, Journal of Business Ethics, Vol. 97, pp. 613-624, doi: 10.1007/ s10551-010-0528-8.
  • Colombo, R.A. and Morrison, D.G. (1989), “Note- A brand switching model with implications for marketing strategies”, Marketing Science, Vol. 8 No. 1, pp. 89-99, doi: 10.1287/mksc.8.1.100.
  • De Ferran, F. (2003), Sensibilites et motivations a la consommation de produits ethiques, application aux produits issus du commerce equitable, Universite de droit, d’economie et des sciences d’Aix Marseille, Institut d’Administration des entreprises, centre d’etudes et de recherche sur les organisations et la gestion, Marseille, WP, June, Vol. 664.
  • De Ferran, F. (2006), Comparaison de trois techniques de collecte des cha^ ınages cognitifs dans le cadre du choix d’un produit socialement desirable: Le cafe issue du commerce equitable, Universitede Droit, d’Economie et des Sciences d’ Aix Marseille III ; Universite Paul Sesanne-IAE ; Centre d’etudes et de recherche sur les organisations et la gestion, Marseille.
  • De Pelsmacker, P. and Janssens, W.A. (2007), “Model for fair trade buying behaviour: the role of perceived quantity and quality of information and of product-specific attitudes”, Journal of Business Ethics, Vol. 75, pp. 361-380, doi: 10.1007/s10551-006-9259-2.
  • De Pelsmacker, P., Driesen, L. and Rayp, G. (2005), “Do consumers care about ethics? Willingness to pay for fair-trade coffee”, Journal of Consumer Affairs, Vol. 39 No. 2, pp. 363-385, doi: 10.1111/j. 1745-6606.2005.00019.x.
  • De Ruyter, J.C., Lemmink, J.G.A.M. and Wetzels, M.G.M. (1997), “The role of value in the delivery process of hospitality services”, Journal of Economic Psychology, Vol. 19 No. 2, pp. 159-177, doi: 10.1016/S0167-4870%2898%2900002-6.
  • De Toni, D., Eberle, L., Larentis, F. and Milan, G.S. (2018), “Antecedents of perceived value and repurchase intention of organic food”, Journal of Food Products Marketing, Vol. 24 No. 4, pp. 456-475, doi: 10.1080/10454446.2017.1314231.
  • Doran, C.J. (2009), “The role of personal values in fair trade consumption”, Journal of Business Ethics, Vol. 84 No. 4, pp. 549-563, doi: 10.1007/s10551-008-9724-1.
  • ECSI Technical Committee (1998), European Customer Satisfaction Index, Foundation and Structure for Harmonized National Pilot Projects, Report by the ECSI Steering Committee.
  • Fornell, C. (1992), “A national customer satisfaction barometer: the Swedish experience”, Journal of Marketing, Vol. 56, pp. 6-21, doi: 10.1177/002224299205600103.
  • Fornell, C., Johnson, M.D., Anderson, E.W., Cha, J. and Bryant, B.E. (1996), “The American customer satisfaction index: nature, purpose, and findings”, Journal of Marketing, Vol. 60 No. 4, pp. 7-18, doi: 10.2307/1251898.
  • Fuller, C.M., Simmering, M.J., Atinc, G., Atinc, Y. and Babin, B.J. (2016), “Common methods variance detection in business research”, Journal of Business Research, Vol. 69 No. 8, pp. 3192-3198, doi: 10.1016/j.jbusres.2015.12.008.
  • Ghali, Z.Z. (2021), “Motives of ethical consumption: a study of ethical products’ consumption in Tunisia”, Environment, Development and Sustainability, Vol. 23 No. 9, pp. 12883-12903, doi: 10.1007/s10668020-01191-1.
  • Gillani, A., Kutaula, S., Leonidou, L.C. and Christodoulides, P. (2021), “The impact of proximity on consumer fair trade engagement and purchasing behavior: the moderating role of empathic concern and hypocrisy”, Journal of Business Ethics, Vol. 169, pp. 557-577, doi: 10.1007/s10551-019-04278-6.
  • Hainmueller, J., Hiscox, M.J. and Sequeira, S. (2015), “Consumer demand for fair trade: evidence from a multistore field experiment”, Review of Economics and Statistics, Vol. 97 No. 2, pp. 242-256, available at: http://www.mitpressjournals.org/doi/pdf/10.1162/REST_a_00467
  • Hair, J.F., Anderson, R.E., Babin, B.J. and Black, W.C. (2010), Multivariate Data Analysis: A Global Perspective, Pearson, NJ.
  • Harman, H.H. (1967), Modern Factor Analysis, University of Chicago, Chicago.
  • Holbrook, M.B. (1999), Consumer Value: A Framework for Analysis and Research, Routledge, NY.
  • Huang, M.H. and Rust, R.T. (2011), “Sustainability and consumption”, Journal of the Academy of Marketing Science, Vol. 39 No. 1, pp. 40-54, doi: 10.1007/s11747-010-0193-6.
  • Ikramuddin, R., Suryadilaga, M.A., Hizir, S. and Faisal, F. (2017), “The relationship of perceived value, service quality, brand trust, and brand loyalty. A literature review”, Expert Journal of Marketing, Vol. 5 No. 2, pp. 72-77.
  • Jarvis, C.B., MacKenzie, S.B. and Podsakoff, P.M. (2003), “A critical review of construct indicators and measurement model misspecification in marketing and consumer research”, Journal of Consumer Research, Vol. 30 No. 2, pp. 199-218, doi: 10.1086/376806.
  • Kelley, H.H. and Thibaut, J.W. (1978), Interpersonal Relations: A Theory of Interdependence, Wiley, NY.
  • Konuk, F.A. (2019), “The influence of perceived food quality, price fairness, perceived value and satisfaction on customers’ revisit and word-of-mouth intentions towards organic food restaurants”, Journal of Retailing and Consumer Services, Vol. 50 No. 9, pp. 103-110, doi: 10.1016/j.jretconser.2019.05.005.
  • Kossmann, E., Veloso, M. and Gomez-Suarez, M. (2021), “Fairtrade coffee consumption in Spain: employing dual attitudes and construal level theory to draw insights on the ethical purchasing gap”, Journal of Fair Trade, Vol. 3 No. 1, pp. 1-19, doi: 10.13169/jfairtrade.3.1.0001.
  • Kushwah, S., Dhir, A. and Sagar, M. (2019), “Ethical consumption intentions and choice behavior towards organic food. Moderation role of buying and environmental concerns”, Journal of Cleaner Production, Vol. 236, 117519, doi: 10.1016/j.jclepro.2019.06.350.
  • Lai, A.W. (1995), “Consumer values, product benefits and customer value: a consumption behavior approach”, in Kardes, F.R. and Sujan, M. (Eds), NA- Advances in Consumer Research,Vol. 22 No.1,pp.381-388.
  • Langen, N. and Adenaeuer, L. (2013), “Where does the fair trade price premium go? Confronting consumers’ request with reality”, Social Enterprise Journal, Vol. 9 No. 3, pp. 293-314.
  • Lappeman, J., Orpwood, T., Russell, M., Zeller, T. and Jansson, J. (2019), “Personal values and willingness to pay for fair trade coffee in Cape Town, South Africa”, Journal of Cleaner Production, Vol. 239, 118012, doi: 10.1016/j.jclepro.2019.118012.
  • Lewi, G., Lacoeuilhe, J. and Albert, A.S. (2007), Branding management: La marque, de l’idee al’action, 2nd ed., Pearson Education, Paris.
  • Mohsen, M.A. and Dacko, S. (2013), “An extension of the benefit segmentation base for the consumption of organic foods: a time perspective”, Journal of Marketing Management, Vol. 29 Nos 15-16, pp. 1701-1728, doi: 10.1080/0267257X.2013.800896.
  • Oliver, R.L. (1980), “A cognitive model of the antecedents and consequences of satisfaction decisions”, Journal of Marketing Research, Vol. 17 No. 4, pp. 460-469, doi: 10.2307/3150499.
  • Oliver, R.L. and Swan, J.E. (1989), “Equity and disconfirmation perceptions as influences on merchant and product satisfaction”, Journal of Consumer Research, Vol. 16 No. 3, pp. 372-383, doi: 10.1086/209223.
  • Ortberg, J.C., Gorsuch, R.L. and Kim, G.J. (2001), “Changing attitude and moral obligation: their independent effects on behavior”, Journal for the Scientific Study of Religion, Vol. 40 No. 3, pp. 489-496, doi: 10.1111/0021-8294.00072.
  • Othman, M., Kamarohim, N. and Nizam, F.M. (2017), “Brand credibility, perceived quality and perceived value: a study of customer satisfaction”, International Journal of Economics and Management, Vol. 11, pp. 763-775, doi: 10.5373/JARDCS/V12SP3/20201308.
  • Ozcaglar, N. (2003), “Le commerce equitable: consommation a la mode ou nouveau mode de consommation?”, inCEROS, Actes de la Journee Entreprise Citoyenne, Vol. 23, Universitede Nanterre, Nanterre, France.
  • Poret, S. (2007), “Les defis du commerce equitable dans l’hemisphere Nord”, Economie Rurale. Agricultures, Alimentations, Territoires, Vol. 302 No. 5, pp. 6-70, doi: 10.4000/ economierurale.2083.
  • Rivis, A. and Sheeran, P. (2003), “Descriptive norms as an additional predictor in the theory of planned behaviour: a meta-analysis”, Current Psychology, Vol. 22, pp. 218-233, doi: 10.1007/s12144-003-1018-2.
  • Robichaud, Z. and Yu, H. (2022), “Do young consumers care about ethical consumption? Modelling GenZ’s purchase intention towards fair trade coffee”, British Food Journal, Vol. 124 No. 9, pp. 2740-2760, doi: 10.1108/BFJ-05-2021-0536.
  • Rombach, M., Dean, D.L., Widmar, N.J.O. and Bitsch, V. (2021), “The ethically conscious flower consumer: understanding fair trade cut flower purchase behavior in Germany”, Sustainability, Vol. 13, 12133, doi: 10.3390/su132112133.
  • Samoggia, A. and Riedel, B. (2018), “Coffee consumption and purchasing behavior review: insights for further research”, Appetite, Vol. 129 No. 1, pp. 70-81, doi: 10.1016/j.appet.2018.07.002.
  • Satorra, A. and Bentler, P.M. (1988), “Scaling corrections for chi square statistics in covariance structure analysis”, inProceedings of the Business and Economic Sections, American Statistical Association, Alexandria.
  • Saut, M. and Bie, S. (2022), “Impact of service expectation, experiential quality, and perceived value on hotel customer satisfaction”, Journal of Quality Assurance in Hospitality and Tourism, pp. 1-29, doi: 10.1080/1528008X.2022.2141414.
  • Servera-Frances, D. and Piqueras-Tomas, L. (2019), “The effects of corporate social responsibility on consumer loyalty through consumer perceived value”, Economic Research, Vol. 32 No. 1, pp. 66-84, doi: 10.1080/1331677X.2018.1547202.
  • Shaw, D. and Shiu, E. (2003), “Ethics in consumer choice: a multivariate modelling approach”, European Journal of Marketing, Vol. 37 No. 10, pp. 1485-1498, doi: 10.1108/03090560310487202.
  • Shaw, D., Shiu, E. and Clarke, I. (2000), “The contribution of ethical obligation and self-indentity to the theory of planned behaviour: an exploration of ethical consumers”, Journal of Marketing Management, Vol. 16, pp. 879-894, doi: 10.1362/026725700784683672.
  • Sheth, J.N., Newman, B.I. and Gross, B.L. (1991), Consumption Values and Market Choices: Theory and Applications, South-Western Publishing, Cincinnati.
  • Slack, N., Singh, G. and Sharma, S. (2020), “Impact of perceived value on the satisfaction of supermarket customers: developing country perspective”, International Journal of Retail and Distribution Management, Vol. 48 No. 11, pp. 1235-1254, doi: 10.1108/IJRDM-03-2019-0099.
  • Steenkamp, J.B.E. and Van Trijp, H.C. (1991), “The use of LISREL in validating marketing constructs”, International Journal of Research in Marketing, Vol. 8 No. 4, pp. 283-299, doi: 10.1016/01678116(91)90027-5.
  • Stratton, J.P. and Werner, M.J. (2013), “Consumer behavior analysis of fair trade coffee: evidence from field research”, The Psychological Record, Vol. 63, pp. 363-374, doi: 10.11133/j.tpr.2013.63.2.010.
  • Sweeney, J.C. and Soutar, G.N. (2001), “Consumer perceived value: the development of a multiple item scale”, Journal of Retailing, Vol. 77 No. 2, pp. 203-220, doi: 10.1016/S0022-4359(01)00041-0.
  • Tallontire, A., Rentsendorj, E. and Blowfield, E.M. (2001), Ethical Consumers and Ethical Trade: A Review of Current Literature, Policy Series 12, Natural Resources Institute, University of Greenwich, Greenwich.
  • Wang, E.S.T. and Chou, C.F. (2020), “Norms, consumer social responsibility and fair trade product purchase intention”, International Journal of Retail and Distribution Management, Vol. 49 No. 1, pp. 23-39, doi: 10.1108/ijrdm-09-2019-0305.
  • Wang, Y., Gu, J., Wang, S. and Wang, J. (2019), “Understanding consumers’ willingness to use ride-sharing services: the roles of perceived value and perceived risk”, Transportation Research Part C: Emerging Technologies, Vol. 105 No. 8, pp. 504-519, doi: 10.1016/j.trc.2019.05.044.
  • Webster, F.E. (1975), “Determining the characteristics of the socially conscious consumer”, Journal of Consumer Research, Vol. 2 No. 3, pp. 188-196, doi: 10.1086/208631.
  • Westbrook, R.A. and Reilly, M.D. (1983), “Value-percept disparity: an alternative to the disconfirmation of expectations theory of consumer satisfaction”, in Bagozzi, R.P. and Tybout, A.M. (Eds), Advances in Consumer Research, Association for Consumer Research, Ann Abor, MI, Vol. 10, pp. 256-261.
  • Yadav, R. and Pathak, G.S. (2017), “Determinants of consumers’ green purchase behavior in a developing nation: applying and extending the theory of planned behavior”, Ecological Economics, Vol. 134, pp. 114-122, doi: 10.1016/j.ecolecon.2016.12.019.
  • Zhang, Q., Cao, M., Zhang, F., Liu, J. and Li, X. (2020), “Effects of corporate social responsibility on customer satisfaction and organizational attractiveness: a signaling perspective”, Business Ethics: A European Review, Vol. 29 No. 1, pp. 20-34, doi: 10.1111/beer.12243.
Fuente de los datos: Dialnet