This research aims to investigate the willingness to buy and the willingness to pay for fair-trade products of consumers in the Asian market. This master thesis intends to research the impact of consciousness for fair consumption, environmental concern, trust in fair-trade label and consumer innovativeness toward willingness to buy and willingness to pay fair-trade food in Asian market. Fair-trade food is relatively new in the Asian market, however with the outstanding economic development of many Asian countries recently, consumers' consciousness and behavior have changed. Multiple Regression Analysis was used to test the hypotheses in this study. The results revealed that Consciousness for fair consumption, Consumers’ innovativeness, Trust in fair-trade label and Environmental concern are significantly impact Willingness to Buy and Willingness to Pay. The discussion about managerial implications is based on the results of data analysis in this study.

Andorfer, V. A., & Liebe, U. (2012). Research on fair trade consumption—A review. Journal of Business Ethics, 106(4), 415-435.
Andorfer, V. A., & Liebe, U. (2015). Do information, price, or morals influence ethical consumption? A natural field experiment and customer survey on the purchase of Fair Trade coffee. Social Science Research, 52(4), 330-350.
Annunziata, A., Ianuario, S., & Pascale, P. (2011). Consumers' attitudes toward labelling of ethical products: The case of organic and fair trade products. Journal of Food Products Marketing, 17(5), 518-535.
Balderjahn, I., Peyer, M., & Paulssen, M. (2013). Consciousness for fair consumption: conceptualization, scale development and empirical validation. International Journal of Consumer Studies, 37(5), 546-555.
Bartels, J., & Reinders, M. J. (2010). Social identification, social representations, and consumer innovativeness in an organic food context: A cross-national comparison. Food Quality and Preference, 21(4), 347-352.
Callaghan, Lee, T. J., Donmez, D., Ulgen Aydınlık, A., Svensson, G., & Wood, G. (2009). Implementation, communication and the benefits of corporate codes of ethics in Taiwan and Turkey: A comparison across contexts. European Business Review, 21(3), 278-298.
Castaldo, Perrini, S., Misani, F., & N. (2009). The missing link between corporate social responsibility and consumer trust: The case of fair trade products. Journal of Business Ethics, 84(3), 1-15.
Chan, R. Y., Cheng, L. T., & Szeto, R. W. (2002). The dynamics of guanxi and ethics for Chinese executives. Journal of Business Ethics, 41(4), 327-336.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty. Journal of Marketing, 65(2), 81-93.
Cowart, K. O., Fox, G. L., & Wilson, A. E. (2008). A structural look at consumer innovativeness and self‐congruence in new product purchases. Psychology & Marketing, 25(12), 1111-1130.
De Ferran, F., & Grunert, K. G. (2007). French fair trade coffee buyers’ purchasing motives: An exploratory study using means-end chains analysis. Food Quality and Preference, 18(2), 218-229.
De Pelsmacker, P., Driesen, L., & Rayp, G. (2005). Do consumers care about ethics? Willingness to pay for fair‐trade coffee. Journal of Consumer Affairs, 39(2), 363-385.
Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers’ product evaluations. Journal of Marketing Research, 28(3), 307-319.
Driskill, T., & Rankin, R. (2020). Cross-cultural comparison of ethical reasoning of students in China and the United States. Accounting Education, 29(3), 291-304.
Dunlap, R. E., & Jones, R. E. (2002). Environmental concern: Conceptual and measurement issues. Handbook of Environmental Sociology, 3(6), 482-524.
Fairtrade_International. (2018). Monitoring scope and benefits of fairtrade (9th edition) (9th ed.).
Fan, Y. (2002). Ganxi's consequences: Personal gains at social cost. Journal of Business Ethics, 38(4), 371-380.
FLO. (2014). Strong producers, strong future. from http://www.fairtrade.net/fileadmin/user_ upload/content/2009/resources/2013‐14_AnnualReport_FairtradeIntl_ web.pdf.
FLO. (2015). Global fairtrade sales. from https://annualreport14‐15.fairtrade. net/en/global‐fairtrade‐sales/
FLO. (2017). Power in partnership. from https://annualreport15‐16.fairtrade.net/en/
Frank, B., Enkawa, T., Schvaneveldt, S. J., & Torrico, B. H. (2015). Antecedents and consequences of innate willingness to pay for innovations: Understanding motivations and consumer preferences of prospective early adopters. Technological Forecasting and Social Change, 99(3), 252-266.
Goldsmith, R. E., Flynn, L. R., & Goldsmith, E. B. (2003). Innovative consumers and market mavens. Journal of Marketing Theory and Practice, 11(4), 54-65.
Goldsmith, R. E., & Hofacker, C. F. (1991). Measuring consumer innovativeness. Journal of The Academy of Marketing Science, 19(3), 209-221.
Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010). Multivariate data analysis: A global perspective (Vol. 7): Upper Saddle River, NJ: Pearson.
Hofstede, G., & Bond, M. H. (1984). Hofstede's culture dimensions: An independent validation using Rokeach's value survey. Journal of Cross-Cultural Psychology, 15(4), 417-433.
Hofstede, G., & Minkov, M. (1991). Cultures and organizations: Intercultural cooperation and its importance for survival. Software of the Mind London: McGraw-Hill.
Hoonsopon, D. (2016). Accelerating adoption of new products of Thai consumers: The moderating roles of self-brand concept and reference group. Journal of Asia-Pacific Business, 17(2), 151-172.
Hurley, A. E., Scandura, T. A., Schriesheim, C. A., Brannick, M. T., Seers, A., Vandenberg, R. J., & Williams, L. J. (1997). Exploratory and confirmatory factor analysis: Guidelines, issues, and alternatives. Journal of Organizational Behavior, 18(6), 667-683.
Hwang, D. B., Golemon, P. L., Chen, Y., Wang, T.-S., & Hung, W.-S. (2009). Guanxi and business ethics in Confucian society today: An empirical case study in Taiwan. Journal of Business Ethics, 89(2), 235-250.
Jaffee, D. (2007). Brewing Justice: Fair Trade Coffee, Sustainability, and Survival, Berkeley: CA, University of California Press.
John F. Kerry, S. o. S. (2014). Trafficking in Persons Report 2014. from http://www.state.gov/j/tip/rls/tiprpt/2014/
Kim, Lee, G. Y., & Park, K. (2010). A cross-national investigation on how ethical consumers build loyalty toward fair trade brands. Journal of Business Ethics, 96(4), 589-611.
Kim, S., Littrell, M. A., & Ogle, J. L. P. (1999). Academic papers: The relative importance of social responsibility as a predictor of purchase intentions for clothing. Journal of Fashion Marketing and Management: An International Journal, 3(3), 207-218.
Kim, Y., & Choi, S. M. (2005). Antecedents of green purchase behavior: An examination of collectivism, environmental concern, and PCE. ACR North American Advances.
Kimura, A., Mukawa, N., Yamamoto, M., Masuda, T., Yuasa, M., Goto, S.-i., . . . Wada, Y. (2012). The influence of reputational concerns on purchase intention of fair-trade foods among young Japanese adults. Food Quality and Preference, 26(2), 204-210.
Konuk. (2019). Consumers' willingness to buy and willingness to pay for fair trade food: The influence of consciousness for fair consumption, environmental concern, trust and innovativeness. Food Research International, 120(2), 141-147.
Konuk, F. A. (2018). Antecedents of pregnant women’s purchase intentions and willingness to pay a premium for organic food. British Food Journal, 120(7), 1561-1157.
Lee, J.-S., Hsu, L.-T., Han, H., & Kim, Y. (2010). Understanding how consumers view green hotels: How a hotel's green image can influence behavioural intentions. Journal of Sustainable Tourism, 18(7), 901-914.
Lee, M.-Y., Jackson, V., Miller-Spillman, K. A., & Ferrell, E. (2015). Female consumers׳ intention to be involved in fair-trade product consumption in the US: The role of previous experience, product features, and perceived benefits. Journal of Retailing and Consumer Services, 23(5), 91-98.
Lyon, S. (2006). Evaluating fair trade consumption: Politics, defetishization and producer participation. International Journal of Consumer Studies, 30(5), 452-464.
Ma, Y. J., Littrell, M. A., & Niehm, L. (2012). Young female consumers' intentions toward fair trade consumption. International Journal of Retail & Distribution Management, 40(1), 41-63.
Mahé, T. (2010). Are stated preferences confirmed by purchasing behaviours? The case of fair trade-certified Bananas in Switzerland. Journal of Business Ethics, 92(2), 301-315.
Mann, L., Radford, M., & Kanagawa, C. (1985). Cross-cultural differences in children's use of decision rules: A comparison between Japan and Australia. Journal of Personality and Social Psychology, 49(6), 1557-1564.
Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. Journal of Marketing, 58(3), 20-38.
Netemeyer, R. G., Krishnan, B., Pullig, C., Wang, G., Yagci, M., Dean, D., . . . Wirth, F. (2004). Developing and validating measures of facets of customer-based brand equity. Journal of Business Research, 57(2), 209-224.
Nicholls, A., & Opal, C. (2015). Fair trade. Wiley Encyclopedia of Management, 9, 1-2.
Paul, J., Modi, A., & Patel, J. (2016). Predicting green product consumption using theory of planned behavior and reasoned action. Journal of Retailing and Consumer Services, 29(3), 123-134.
Pelsmacker, P. D., Janssens, W., Sterckx, E., & Mielants, C. (2006). Fair‐trade beliefs, attitudes and buying behaviour of Belgian consumers. International Journal of Nonprofit and Voluntary Sector Marketing, 11(2), 125-138.
Prakash, G., & Pathak, P. (2017). Intention to buy eco-friendly packaged products among young consumers of India: A study on developing nation. Journal of Cleaner Production, 141(4), 385-393.
Raynolds, L. T. (2012). Fair Trade: Social regulation in global food markets. Journal of Rural Studies, 28(3), 276-287.
Raynolds, L. T., & Bennett, E. A. (2015). Introduction to research on fair trade Handbook of research on fair trade. Cheltenham: Edward Elgar Publishing.
Sarti, S., Darnall, N., & Testa, F. (2018). Market segmentation of consumers based on their actual sustainability and health-related purchases. Journal of Cleaner Production, 192(2), 270-280.
Sirieix, L., Delanchy, M., Remaud, H., Zepeda, L., & Gurviez, P. (2013). Consumers' perceptions of individual and combined sustainable food labels: A UK pilot investigation. International Journal of Consumer Studies, 37(2), 143-151.
Steg, L., & Vlek, C. (2009). Encouraging pro-environmental behaviour: An integrative review and research agenda. Journal of Environmental Psychology, 29(3), 309-317.
Sweeney, J. C., Soutar, G. N., & Johnson, L. W. (1999). The role of perceived risk in the quality-value relationship: A study in a retail environment. Journal of Retailing, 75(1), 77-105.
The-Nielsen-Company. (2015). The sustainability imperative: New insights on consumer expectations. from http://www.nielsen.com/ content/dam/nielsenglobal/co/docs/Reports/2015/global‐sustainability‐report.pdf.
Ting-Toomey, S., & Chung, L. C. (2005). Understanding intercultural communication: Oxford University Press New York.
U.S. Department of Labor, B. o. I. L. A. (2013). List of Goods Produced by Child Labor and Forced Labor. from http://www.dol.gov/ilab/reports/pdf/2013TVPRA_Infographic.pdf.
Verhoef, P. C., & Van Doorn, J. (2016). Segmenting consumers according to their purchase of products with organic, fair-trade, and health labels. Journal of Marketing Behavior, 2(1), 19-37.
Vitell, S. J., Bakir, A., Paolillo, J. G., Hidalgo, E. R., Al‐Khatib, J., & Rawwas, M. Y. (2003). Ethical judgments and intentions: A multinational study of marketing professionals. Business Ethics: A European Review, 12(2), 151-171.
Vitell, S. J., & Patwardhan, A. (2008). The role of moral intensity and moral philosophy in ethical decision making: A cross‐cultural comparison of China and the European Union. Business Ethics: A European Review, 17(2), 196-209.
Witkowski, T. H., & Reddy, S. (2010). Antecedents of ethical consumption activities in Germany and the United States. Australasian Marketing Journal, 18(1), 8-14.
Yamane, T. (1967). Elementary sampling theory. London: N.J., Prentice-Hall.
Yang, S.-H., Hu, W., Mupandawana, M., & Liu, Y. (2012). Consumer willingness to pay for fair trade coffee: A Chinese case study. Journal of Agricultural and Applied Economics, 44(1), 21-34.
Yelena. (2015). Asian Consumers Willing to Pay More for Good Quality Food & Beverage Products. from https://www.m-brain.com/insights/industries/consumer-retail/asian-consumers-willing-to-pay-more-for-good-quality-food-beverage-products/
Zander, K., & Hamm, U. (2010). Consumer preferences for additional ethical attributes of organic food. Food Quality and Preference, 21(5), 495-503.