Paper Title
Religious Commitment and Fair Trade: the Moderating Role of Contextual Religious Salience
Start Date
12-7-2012 3:30 PM
End Date
12-7-2012 4:30 PM
Description
In spite of the growth in demand for and interest in fair trade products, there has been scant research on antecedents explaining the willingness of individuals to pay a price premium associated with these products. This research examines the effect of religion, both in terms of individual religious commitment and contextual religious salience, on the maximum price individuals are willing to pay for fair trade. Findings from an in-basket experiment involving 75 working individuals reveal that, in the context of workplace buying, the effect of an individual’s religious commitment on his or her willingness to pay a price premium for the purchase of fair trade products is moderated by the contextual salience of religion. Specifically, when the contextual salience of religion is high, religious commitment is positively related with an individual’s willingness to pay a premium for the fair trade product; when contextual religious salience is low, religious commitment and willingness to pay a premium are unrelated. Implications for theory and practice are then presented.
COinS
Religious Commitment and Fair Trade: the Moderating Role of Contextual Religious Salience
In spite of the growth in demand for and interest in fair trade products, there has been scant research on antecedents explaining the willingness of individuals to pay a price premium associated with these products. This research examines the effect of religion, both in terms of individual religious commitment and contextual religious salience, on the maximum price individuals are willing to pay for fair trade. Findings from an in-basket experiment involving 75 working individuals reveal that, in the context of workplace buying, the effect of an individual’s religious commitment on his or her willingness to pay a price premium for the purchase of fair trade products is moderated by the contextual salience of religion. Specifically, when the contextual salience of religion is high, religious commitment is positively related with an individual’s willingness to pay a premium for the fair trade product; when contextual religious salience is low, religious commitment and willingness to pay a premium are unrelated. Implications for theory and practice are then presented.