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首页> 外文期刊>Journal of Business Ethics >Are Stated Preferences Confirmed by Purchasing Behaviours? The Case of Fair Trade-Certified Bananas in Switzerland
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Are Stated Preferences Confirmed by Purchasing Behaviours? The Case of Fair Trade-Certified Bananas in Switzerland

机译：所购买的行为是否证实了所陈述的首选项？瑞士公平贸易认证香蕉案

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摘要

As the market share of Fair Trade food products in countries of the North grows, understanding consumer preferences with regard to this recent label is becoming increasingly important. This article reports on a test of the consistency of consumers' stated preferences, for which a survey was conducted at the place and time of actual purchase decisions. The aim of the survey was to further improve the understanding of consumers' stated motivations for buying 'Fair Trade' and 'organic Fair Trade' bananas in Switzerland. Hypothetical questions with double dichotomous choices were used to compare two types of bananas - conventional and labelled - and to assess the average stated willingness-to-pay (WTP) for Fair Trade-labelled bananas. The results show that Fair Trade is largely accepted in Switzerland and that the premium for purchasing such products is influenced by age, the number of young children and the perception of the Fair Trade label. I then used a comparative test of field observations and stated preferences for bananas to measure inconsistency in choices. This comparison reveals that less than one-fifth of the answers are in principle inconsistent. These results point to the importance of confidence in the Fair Trade labels if consumers' purchases are to increase.
机译：随着北方国家公平贸易食品市场份额的增长，了解消费者对这个最近标签的偏好变得越来越重要。本文报告了消费者陈述偏好的一致性测试，该测试是在实际购买决策的时间和地点进行的。该调查的目的是进一步增进消费者对在瑞士购买“公平贸易”和“有机公平贸易”香蕉的既定动机的了解。带有双重选择的假想问题被用来比较两种类型的香蕉（常规香蕉和带标签香蕉），并评估公平贸易标签香蕉的平均支付意愿（WTP）。结果表明，公平贸易在瑞士已被广泛接受，并且购买此类产品的溢价受年龄，年幼儿童数量和对公平贸易标签的认知程度的影响。然后，我使用了对实地观察的比较测试，并说明了对香蕉的偏爱，以衡量选择的不一致之处。这种比较表明，在原理上不一致的答案不到五分之一。这些结果表明，要增加消费者的购买量，对公平贸易标签充满信心的重要性。

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