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[Display omitted] •Price discounts decrease purchase intention and brand attitude for consumers who are more involved in fairtrade.•Price discounts increase purchase intention and brand attitude for consumers who are less involved in the fairtrade cause.•The proposed relationship is mediated by perceived brand credibility.•The negative effects of price discounts are mitigated when they are accompanied by justification for the sales promotion. Building on the persuasion knowledge model, the present research suggests that price discounts have divergent effects on consumer response to fairtrade products depending on the level of personal relevance to fairtrade (i.e., cause involvement). More- (vs. less-) involved consumers are engaged in more effortful processing of information to evaluate fairtrade products. For this reason, in response to a price discount, more-involved consumers access persuasion knowledge that entails suspicion of the brand’s ulterior motive for offering the discount and its fairtrade claim. Thus, they are likely to perceive the brand as less credible and show decreased purchase intention and brand attitude. Conversely, less-involved consumers are likely to infer the brand’s persuasion motive by trusting the brand and believing its claim. By accessing persuasion knowledge that involves trust and belief, less-involved consumers perceive the brand as more credible, exhibiting a favorable response to fairtrade products on price promotion. The present research also discusses how to mitigate the negative effects of price discounts for more-involved consumers: When a justifiable reason for a promotion is provided, the negative effect of the price discount disappears among more-involved consumers.

Over the last several decades, voluntary certification programs have become a key approach to promote sustainable supply chains for agricultural commodities. These programs provide premiums and other benefits to producers for adhering to environmental and labor practices established by the certifying entities. Following the principles of Cochrane Reviews used in health sciences, we assess evidence to evaluate whether voluntary certification of tropical agricultural commodities (bananas, cocoa, coffee, oil palm, and tea) has achieved environmental benefits and improved economic and social outcomes for small-scale producers at the level of the farm household. We reviewed over 2600 papers in the peer-review literature and identified 24 cases of unique combinations of study area, certification program, and commodity in 16 papers that rigorously analyzed differences between treatment (certified households) and control groups (uncertified households) for a wide range of response variables. Based on analysis of 347 response variables reported in these papers, we conclude that certification is associated on average with positive outcomes for 34% of response variables, no significant difference for 58% of variables, and negative outcomes for 8% of variables. No significant differences were observed for different categories of responses (environmental, economic and social) or for different commodities (banana, coffee and tea), except negative outcomes were significantly less for environmental than other outcome categories (p = 0.01). Most cases (20 out of 24) investigated coffee certification and response variables were inconsistent across cases, indicating the paucity of studies to conduct a conclusive meta-analysis. The somewhat positive results indicate that voluntary certification programs can sometimes play a role in meeting sustainable development goals and do not support the view that such programs are merely greenwashing. However, results also indicate that certification is not a panacea to improve social outcomes or overall incomes of smallholder farmers. Rigorous analysis, standardized criteria, and independent evaluation are needed to assess effectiveness of certification programs in the future.

Purpose There are substantive disagreements about whether encouraging deliberative thinking increases consumer preference in low-involvement product categories. The authors draw on dual-process theory to add rare experimental evidence to this debate. They also investigate whether the effect of deliberative thinking increases with familiarity of the stimuli, as different theories of memory yield different predictions on this point. Finally, they provide evidence on whether the effectiveness of the Fairtrade logo arises more from mere exposure or attention to the ethical claim. Design/methodology/approach The context for the research is the use of ethical logos in packaged coffee, as this provides a realistic setting for the desired experimental manipulations. The fieldwork consists of two sets of trade-off experiments – rankings based conjoint analysis (n = 360) and best-worst scaling with a balanced incomplete block design (n = 1,628). Deliberative thinking is manipulated in three ways: by varying logos between visual (Type 1 processing) and lexical (Type 2 processing) treatments, by post hoc classification of time taken, and by imposing either time constraints (Type 1) or cognitive load (Type 2) on the completion of the task. Familiarity is manipulated by varying logos between the Fairtrade and a fictional Exchange Ethics logo. Findings Consumers do have higher preferences in the deliberative treatment conditions; thinking more results in an 18 per cent increase (Cohen’s d = 0.25) in the preference for choices that display an ethical cobranded logo. Surprisingly, the impact of deliberation is not greater for the more familiar Fairtrade logo than the fictional Exchange Ethics logo. This result is inconsistent with strength-based theories of memory, as these predict that deliberation will have a greater effect for more familiar stimuli. However, it is consistent with newer theories of memory that acknowledge familiarity can lead to activation confusion, reducing retrieval of pre-existing knowledge into working memory. The research also shows that the Fairtrade logo has substantial utility to consumers, and that this is approximately 59 per cent due to the ethical claim and 41 per cent due to the familiarity of the logo. Research limitations/implications In field conditions, attempts to manipulate deliberation may not be effective or may simply result in reduced attention. Also, the costs of increasing deliberation may outweigh the benefits obtained. Practical implications The research confirms the heuristic value of the Fairtrade logo and shows that the effectiveness of ethical logos may increase with additional deliberation by shoppers. Originality/value There is relatively little work in marketing that applies dual-process theories to investigate consumer behaviour. The present study extends the use of dual-process theories in marketing, demonstrates a new method to investigate the effect of deliberation on brand choice and shows how deliberation magnifies the effect of endorsing logos, including unfamiliar logos.

Purpose This paper aims to understand how dual sustainable-labeling strategies influence perceived value dimensions (i.e. quality, emotional, social and price) across vice vs virtue products and level of consumers’ consideration of future consequences. Design/methodology/approach Two online experiments are conducted with private label brands: one with organic and Fairtrade labels and one with organic and local labels. For each experiment, a conditional process analysis was used with the labeling strategy (i.e. no label vs organic label vs Fairtrade/local label vs organic label + Fairtrade/local label) as the independent variable, the product types (i.e. vice vs virtue) and level of consideration of future consequences as moderators, the dimensions of perceived value (quality, emotional, social and price) as the dependent variables. Findings Dual sustainable-labeling strategies lead to higher positive perceived value levels on all dimensions compared to no-labeling strategy. They however do not necessarily lead to higher levels compared to mono-labeling strategies such as organic labeling strategy (except for social dimension). Additionally, the positive effect of dual sustainable-labeling is lower for virtue products compared to vice products and is stronger for consumers with high level of consideration of future consequences for vice products for the social-value dimension. Originality/value Prior research has focused on the effect of multi-labeling strategies on willingness to pay with mixed results. This study brings insights to literature by testing the impact of dual sustainable-labeling strategies on the dimensions of perceived value as well as the moderating effects of the product types and consideration of future consequences.

Coffee ranks high in terms of growth, trade, and consumption across the world. Although there has been an increasing trend in its consumption as a beverage across the globe, its on-farm production and productivity are threatened by climate change in the dominant coffee-growing regions. Smallholder farmers produce about 80% of the world’s coffee and are constrained in adopting climate-smart improved technologies. Climate change and livelihoods are interconnected, and understanding and strengthening their linkages is crucial in generating sustainable coffee supplies. This paper analyzed climate change and mitigation components in the context of livelihoods under smallholder coffee farming systems. An online search of globally published journal articles was done in the Web of Science and Google Scholar databases. Bibliographic and metadata analysis was done using VOSviewer software, while the publication trend of the included articles was analyzed using Mann–Kendall. Overall, this review reveals that livelihood assets owned by the coffee farmer have a strong bearing on the adaptation and mitigation of climate change, while Fairtrade certification has mixed effects on farmers’ income and well-being. Agroforestry is a major climate change adaptation strategy under coffee farming and is linked to the livelihood status of the farmer, gender, and certification. This review echoes the strong linkage between agroforestry, livelihood components, and Fairtrade certification under smallholder farmers based on the empirical researched information available.

The ‘fair trade’ movement aims to promote equitable trade relations between developed and developing countries. By guaranteeing producers a fair price, it seeks to improve the livelihoods of farmers and workers in marginalised regions. This review critically explores Fairtrade certification’s impact on the economic, social and environmental sustainability of agri-food systems using PRISMA methodology and SWOT analysis. Key themes emerging from the reviewed papers include sustainable consumption, social equity and women empowerment, and governance in alternative food networks. Most sources focus on consumer behaviour and Fairtrade, concluding that consumer-driven strategies are crucial for systemic change and long-term success. Fairtrade still faces obstacles, including market competition with other certification schemes and the uneven distribution of benefits between producers and supply chain actors. The final retail price is significantly affected by the value added by retailers, contrary to the Fairtrade mission, which can undermine confidence in the system.

PurposeThe purpose of this paper is to investigate the relationship between consumer movements and sustainability certification bodies in the development of food-related consumer campaigns.Design/methodology/approachThis paper adopts a longitudinal approach to the study of an empirical case, the Fairtrade Towns (FTT) movement in the UK. It combines netnographic analysis on the FTT’s online forum with interviews with members of the community and of the certification body coordinating the movement.FindingsThe author conceptualises Sustainably Certified Consumer Communities (SCCC) as a distinct sub-group of consumer movements whose identity coalesces around a sustainable certification and that mobilises supporters with the purpose of promoting social change through the marketplace. The longitudinal approach allows the identification of definitional elements, main practices and unresolved tensions of this concept.Originality/valueResearch addressing the social movement dimension of contemporary food-related sustainability certification is limited. The present study advances consumer research through the conceptualisation of SCCC and contributes to a new understanding of the political roles that market-oriented certification bodies can play in consumer activism. From a managerial perspective, it provides valuable insights into practitioners interested in fostering community engagement.

PurposeThe theory of planned behaviour (TPB) and its extensions are often used to explain intentions to perform sustainable behaviours. Emotions can provide the impetus for action and should be considered in high-involvement situations, such as sustainable food purchase decisions. Therefore, the aim of this research work was to investigate whether the addition of different types of emotions (self-related, social and pro-active) to the TPB main constructs – attitude (ATT), subjective norm (SN) and perceived behavioural control (PBC) – improves the explanation of intention to make two sustainable food purchase choices: purchase Fairtrade (FT) products and purchase through solidarity purchasing groups (SPGs).Design/methodology/approachThe present investigation was conducted by two studies using online questionnaires and focussing on purchasing FT food products (Study 1) and purchasing food through SPGs (Study 2). Stepwise regression models were run to explain the intention to purchase FT products (Study 1; N = 240) and the intention to purchase through SPGs (Study 2; N = 209).FindingsResults show that emotions increase the predictive validity of the TPB model. The study also highlights the importance to distinguish between different types of emotions. Amongst those considered in both studies, only pro-active emotions play a significant role in predicting food purchasing intention. Results encourage further investigation of the role of emotions in TPB-based models for predicting sustainable food purchase choices.Research limitations/implicationsThe measurement of the three classical antecedents of the TPB model (ATT, SNs and PBC) performed by single items can be considered the main limitation of this work. In future research, instruments made up of more items measuring these three theoretical dimensions should be used. In addition, it would be important to conduct an analysis of the beliefs that determine ATTs, norms and perceived control.Originality/valueDifferent from previous studies that considered emotions in extension of the TPB model to explain sustainable behaviours, the present work separately analysed the role of three different kinds of emotions (self-related, social and pro-active) in explaining sustainable food behaviours.

Consumers have become increasingly concerned about the environmental standards of industries from which they purchase products. Because consumers’ environmental concerns are increasingly becoming part of their purchasing decisions, industries have begun to restructure their business model to one that is more environmentally sustainable. Studies have indicated consumers’ actions and motivations for purchasing sustainable products vary based on consumer demographics. The main purpose of this study was to compare the differences in consumers’ perceptions and willingness to pay as they relate to retail floral providers’ sustainable and environmentally sound practices based on demographic traits. A total of 2172 people responded to an online survey. The sample used in this study was a random selection of individuals 18 years of age or older living in the United States. Survey responses were collected from 21 Dec 2022 to 27 Jan 2023. Data were analyzed using analyses of variance and post hoc tests as well as descriptive and frequency statistics. Results indicated there was a difference in the way respondents answered the survey questions based on demographics. Respondents 34 years of age or younger with college experience indicated the most willingness to make purchases and pay premiums from floral providers that incorporate sustainable attributes into their business model. Males indicated a stronger willingness to shop at a floral provider based on several of the environmental statements when compared with other genders. The results provide evidence of the value of the integration of sustainability practices into the business model of floral providers to make it more competitive.

Coffee production faces major sustainability issues and consumers increasingly look to choose certified coffee as awareness grows. While consumers’ understanding of sustainability issues is limited, independent voluntary certification schemes such as Fairtrade, Rainforest Alliance, and certified organic—three high-profile schemes—can play a role in future-proofing coffee production through standard-setting. These schemes can also inform consumers about sustainability issues from economic, environmental, and social perspectives, thus driving up demand for sustainably grown coffee, and supporting an enabling environment for farmers and coffee-producing countries to improve the status quo. Sustainably grown coffee ensures that farmers sustain production while protecting the environment and the income that farmers rely on to maintain their livelihood. Based on a thematic analysis and synthesis of previous studies, this paper examines the social, economic, and environmental effects of voluntary certification schemes for coffee production. It evaluates the current state of coffee production and explores how certification schemes can be effective in encouraging more sustainable practices among producers. Three major voluntary certification schemes are evaluated to identify the impacts on producers, including key barriers and enablers to comply with sustainability standards and to determine how fit-for-purpose certification schemes are in assuring future sustainable coffee production.