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首页> 外文期刊>Journal of consumer policy >The Importance of the Indirect Transfer Mechanism for Consumer Willingness to Pay for Fair Trade Products-Evidence from a Natural Field Experiment
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The Importance of the Indirect Transfer Mechanism for Consumer Willingness to Pay for Fair Trade Products-Evidence from a Natural Field Experiment

机译：消费者支付公平贸易产品意愿的间接转移机制的重要性-来自自然田间试验的证据

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摘要

A natural field experiment is conducted on the determinants of consumer's willingness to pay for "fair trade" (FT) products. In four treatments, subjects are offered different choices in connection with a coffee purchase, such as buying regular coffee or FT coffee at a premium, regular coffee with or without a premium, or donating directly or not donating. Depending on the treatment, the premium or direct donations are either given to FT or a well-known charity. A large part of the willingness to pay a premium for FT coffee over regular coffee is shown to be not related to the specific attributes of FT coffee but rather caused by the indirect transfer mechanism that FT uses, i.e., selling products at a premium which goes to the cause of FT.
机译：在决定消费者是否愿意为“公平贸易”（FT）产品付款的决定因素上进行了自然领域的实验。在四种治疗中，会为受试者提供与咖啡购买有关的不同选择，例如以溢价购买常规咖啡或FT咖啡，带或不带溢价的常规咖啡，或直接捐赠或不捐赠。根据治疗的不同，溢价或直接捐赠会交给英国金融时报（FT）或知名慈善机构。事实证明，与传统咖啡相比，购买FT咖啡的大部分意愿与FT咖啡的特定属性无关，而是由FT使用的间接转移机制引起的，即以溢价出售产品导致FT的原因。

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