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首页> 外文期刊>British Food Journal >How fair-trade claims and emotional empathy affect the consumer's propensity to buy fair chocolate?
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How fair-trade claims and emotional empathy affect the consumer's propensity to buy fair chocolate?

机译：公平交易主张和情感移情如何影响消费者购买公平巧克力的倾向？

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Purpose Concerns related to the ethical issues are evident in the increasingly socially conscious marketplace. The purpose of this paper is to investigate the importance of fair-trade communication activities in the buying decision-making process of chocolate. The role of emotional empathy in influencing the willingness to pay and the purchase intention was also explored. Design/methodology/approach A mail survey with a sample of 199 Italian chocolate consumers was conducted. Respondents were equally and randomly distributed among the four print advertising stimuli: conventional brand with conventional campaign; conventional brand with pro-social campaign; pro-social brand with conventional campaign; and pro-social brand with pro-social campaign. A between-subjects factorial design was used to test the hypotheses. Findings Results showed the effectiveness of pro-social marketing campaigns in increasing consumers' willingness to pay and purchase intention for fair-trade chocolate. Contextually, consumers with a high level of emotional empathy showed a greater purchase intention as opposed to those with a low level. Originality/value The study enriches the literature on ethical consumption and provides some guidance to manufacturers and product managers for understanding the role of pro-social marketing communication in influencing consumer behaviour.
机译：目的在越来越具有社会意识的市场中，与道德问题相关的担忧显而易见。本文的目的是研究公平贸易交流活动在巧克力购买决策过程中的重要性。还探讨了情感共情在影响支付意愿和购买意愿方面的作用。设计/方法/方法对199名意大利巧克力消费者进行了抽样调查。受访者在四个平面广告刺激中平均和随机分布：传统品牌和常规广告系列；具有亲社会活动的传统品牌；具有传统运动的亲社会品牌；和支持社交活动的支持社交品牌。受试者间析因设计用于检验假设。调查结果显示，亲社会营销活动在提高消费者购买公平贸易巧克力的意愿方面的有效性。在上下文上，具有较高情感移情的消费者显示出较高的购买意愿，而不是较低水平的消费者。原创性/价值该研究丰富了有关道德消费的文献，并为制造商和产品经理提供了一些指导，以帮助他们理解亲社会营销传播在影响消费者行为中的作用。

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