Gillani, Alvina, Kutaula, Smirti and Foxall, Gordon (2017) Reward now or reward later: discounting in the context of fairtrade consumer behaviour. In: British Academy of Management (BAM) Conference 2017: Re-Connecting Management Research with the Disciplines: Shaping the Research Agenda for the Social Sciences; 05 -07 Sep 2017, Coventry, U.K..

Abstract

Fairtrade consumer behaviour does not follow the same pattern as mainstream since it entails appeals to the consumers ‘conscience. This research conceptualises the dynamics of consumer behaviour in the context of Fairtrade utilising the grounded theory methodology. Fifty three in-depth interviews were conducted and sixteen consumers were observed in a real retail environment. The sample was collected from an eclectic mix of consumers from disparate backgrounds. The initial findings show that some consumers are willing to behave hedonic way, accepting guilt later, whereas some consumers prefer to wait for the Fairtrade product to become available and accessible and as a result go without buying a non-Fairtrade product. This research developed a comprehensive understanding of the various styles of temporal discounting in the context of Fairtrade buying.

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