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首页> 外文期刊>Journal of consumer policy >A Matter of Principle: Comparing Norm-Based Explanations for Fair Trade Consumption
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A Matter of Principle: Comparing Norm-Based Explanations for Fair Trade Consumption

机译：原则问题：比较基于规范的公平贸易消费解释

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Research on fair trade consumption has proliferated in recent years. However, to date, systematic comparisons of the various theoretical models attempting to explain the purchase of fair trade products are rare. The present paper addresses this gap by comparing three theories which explain fair trade consumption by reference to a personal norm: The norm-activation model (NAM), the value-belief-norm (VBN) theory, and the value-identity-personal norm (VIP) model. Using data from a random sample of the general population in Zurich (Switzerland), the paper compares the explanatory power and the causal structures of these theories with structural equation models. The results show that the value-identity-personal norm (VIP) model explains the largest amount of variance in the purchase of fair trade products, followed by the value-belief-norm (VBN) theory. Furthermore, the analysis indicates that values influence the personal norm via specific beliefs (awareness of consequences and ascription of responsibility), as specified in VBN, as well as via the more general concept of an identity as a critical consumer, as hypothesized by VIP. In contrast, the results do not support the moderator-formulation of the NAM. The paper therefore concludes that VIP and VBN both represent valuable theories specifying complementary mechanisms for explaining fair trade consumption, whereas there is no evidence for the NAM as an explanation of fair trade consumption.
机译：近年来公平贸易消费研究增殖。然而，迄今为止，试图解释公平贸易产品的各种理论模型的系统比较很少见。本文通过参考个人规范比较公平贸易消费的三种理论来解决这一差距：NOM-激活模型（NAM），值 - 信仰 - 规范（VBN）理论，以及价值 - 身份 - 个人规范（VIP）模型。使用来自苏黎世（瑞士）的一般人群的随机样本中的数据，该论文比较了结构方程模型的这些理论的解释性力和因果结构。结果表明，价值 - 身份 - 个人规范（VIP）模型解释了购买公平贸易产品的最大方差，其次是值 - 信仰 - 常态（VBN）理论。此外，分析表明，根据VBN中规定的，通过特定的信念（责任意识和责任意识），以及通过VIP的假设的概念来影响个人规范的个人规范。相比之下，结果不支持NAM的主持人制剂。因此，本文得出结论，VIP和VBN两者都代表了有价值的理论，这些理论指定了解释公平贸易消费的补充机制，而Nam则没有证据表明公平贸易消费的解释。

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