Clever or risky : talking the talk, without walking the walk : The role of fair trade reputation in the relationship between fair trade communication and consumer behavior

Titre Clever or risky : talking the talk, without walking the walk : The role of fair trade reputation in the relationship between fair trade communication and consumer behavior
Lien hypertexte Site de « http://arno.uvt.nl »,
Auteur HENDRIKS, Sarah
Date 2017
Pagination 63 p.
Notes Travail universitaire - Tilburg University, Faculty of Humanities, Communication and Information, Sciences Specialization Business Communication and Digital Media.
Résumé «Throughout recent years, fair trade brands and their products are no longer limited to niche markets. However, consumer skepticism toward brands’ prosocial initiatives is emerging. This study proposes that a brand’s fair trade communication should be congruent to its fair trade reputation to prevent skepticism among consumers. Hence, this study investigates whether a clothing brand’s incongruent fair trade communication and reputation lead to skepticism and whether a skeptical attitude affects consumer behavior. An experimental survey is conducted among 198 Dutch respondents in which a fair trade brand and a non- fairtrade brand were presented as partly fairtrade or 100% fair trade. More specifically, in two conditions the fair trade communication fitted the brands’ reputation, while in the two other conditions the fair trade communication did not fit the brands’ reputation. The research findings reveal that when a brand is presented differently from its reputation, consumers do not hold a more skeptical attitude toward the brand. Nevertheless, the results illustrate that consumers are generally more skeptical toward non-fairtrade brands. The findings also demonstrate that consumer skepticism deters the consumers’purchase intention and their intention to engage with electronic word - of mouth. Based on these results, it can be argued that brands do not have to keep their reputation in mind when communicating fair trade initiatives. Yet, brands should ensure that their fair trade initiatives are perceived as genuine to inhibit a skeptical attitude and its subsequent negative influence on consumer behavior.»

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