Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/217383 
Year of Publication: 
2019
Citation: 
[Journal:] Asian Journal of Sustainability and Social Responsibility (AJSSR) [ISSN:] 2365-6417 [Volume:] 4 [Issue:] 6 [Publisher:] Springer [Place:] Cham [Year:] 2019 [Pages:] 1-14
Publisher: 
Springer, Cham
Abstract: 
We examine whether Fair Trade information affects the Japanese consumer's willingness to pay. We provide information on agroforestry and poverty resolution for chocolate products to test consumer behavior. We use an online survey and the Discrete Choice Experiment (DCE) method for hypothesis verification. The results show that brand has a positive effect on consumer willingness to pay, a negative effect in combination with agroforestry information, and no effect in combination with poverty resolution. In light of our results and discussions, to alleviate the above mentioned negative effect, we concluded that Japanese companies and universities should develop their corporate brand image along with their engagement in activities concerning Fair Trade and Japanese government should support to create their image to be engaged in activities concerning Fair Trade.
Subjects: 
Ethical marketing
Ethical consumers
Choice experiment
Brand trust
Cause-related marketing
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

Files in This Item:
File
Size





Items in EconStor are protected by copyright, with all rights reserved, unless otherwise indicated.