Ethical consumption: Influencing factors of consumer´s intention to purchase Fairtrade roses

The investigation of the intrinsic motivation of consumers to make a responsible purchase decision is a relevant instrument to augment strategical measures for enhancing ethical consumption. The present study identifies underlying intrinsic factors that significantly influence the intention of German consumers to purchase Fairtrade cut roses. Based on the data collected via an online survey with 1,137 respondents, a binary logistic regression was performed to uncover psychographic constructs of interest. The results reveal that an increase in green consumption values, consumer knowledge, attitude, and emotions significantly affects the odds for developing or intensifying the intention to purchase an ethically correct agricultural non-food product. The findings contribute to the transition toward a more sustainable economic system by providing a deeper theoretical insight into determinants of responsible consumer choice, and provide practical recommendations on a marketing strategy level to encourage ethical consumption.