How Can We Understand Ethical Consumer? the Case of Fair Trade Consumer
Yosuke Hatayama WASEDA university
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IntroducBon 2
Ethical Consumer Ethical Consumer : the consumer who takes posiBve choice the eco-‐friendly goods or social responsible goods or who rejects not eco-‐friendly goods or not social responsible goods. ■Example Green purchasing , AnB-‐sweatshop consumpBon, BoycoM, Organic food or clothe, Reject geneBcally modified foods, ProtecBon of human rights through consumpBon, Fair Trade
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Fair Trade Fair Trade：the trade which pay fair price to producer in the third world and guarantee their minimum standard of living, working, and educaBon.
FLO(Fairtrade Label OrganisaBon) decides the standards and cerBfies producers and any other stakeholders. Figure 1 FLO Label logo
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Transi;on of the World Sales （million €）
5000 4000 3000 2000 1000 0
2000年 2001年 2002年 2003年 2004年 2005年 2006年 2007年 2008年 2009年 2010年
Figure 2 Change of the Sales of Fair Trade Goods
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Japanese Sales in the World 100 million ¥
1420 1222
412
343
272
207
117 105 98
88 83 74 66 50 49 22 14
Figure 3 Japanese Sales of Fair Trade in the World（2008）
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What kind of People is the Consumer ? ■UK Department for InternaBonal Development of UK（2009） ・Mainly Wemen ・High income and high educaBon ■JAPAN JETRO（2006）、Watanabe（2010） ・Mainly Wemen ・White Color ・Middle or High income ⇒ What social consciousness affect consumer behavior ?
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Hypothesis 8
An;-‐consumerism? Consumer society ⇒ Fall of Public Man （Sennet 1976） Excess of self （Lasch 1979） PromoBon of privaBzaBon（Bauman 2001） Consumerism・・・ the way of thinking to achieve self-‐realizaBon through daily consumpBon It is said that consumerism make people selfish and apacy. ⇒Ethical consumpBon as the criBcism of consumerism （Elkinton and Hailes 1988） ⇒Whether is fair trade consumpBon based on the spirits of annB-‐ consumerism or not?
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Poli;cal awareness? R. Inglehart（1977） The more society develop, the more poliBcal awareness is increase . M. Micheleg（2003） Ethical consumers aMempt to exemplify own poliBcal agtude through daily shopping. D. Shaw T. Newholm and R. Dickinson（2006） Ethical consumpBon is the aMempt to reflect own poliBcal opinion as like “voBng”. ⇒Whether is fair trade consumpBon based on poliBcal awareness or not?
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Self-‐actualiza;on? F. Trentmann（2007） Ethical consumes are not only public ciBzen, but consumerist. They are “ciBzen-‐consumer”. K. Soper（2007） Ethical consumers aMempt to create individuality lifestyles and moBvated by self-‐fulfilling desire. Ethical consumpBon is not based on anB-‐consumerism, but a kind of consumerism. ⇒Whether is fair trade consumpBon based on Self-‐ actualizaBon needs or not?.?
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Data 12
Table 1 Diversified Consuming Life Survey （2010） Primary body
Global ConsumpBon Research Society
Entrustment
Central Research Services
Method Period Sampling PopulaBon Sample design
QuesBonnaire survey （Mailing method） From September to October, 2010 Tow-‐stage random sampling using basic resident register the age from15 to 69 in Tokyo （within the range of 40km from Shinjuku staBon） 4000
Efficiency percentage
44.5%
Number of responses
1775
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Table2 Ｖａｒｉａｂｌｅs Average SD Note 0.07 0.25 Dummy variable（○＝１、×＝0） Fair trade consumpBon 0.54 0.50 Dummy variable（Woman＝１、Man＝0） Sex （ref. Woman） 44.48 15.54 Age Household Income 4.38 2.27 11 category 13.91 2.11 Years of schooling Health consideraBons 0.00 1.00 Principal component score of 3 variable Environmental consideraBons 1.72 1.47 Added score of 6 variable 〈Public awareness〉 2.89 0.84 4 choice quesBons PoliBcal interest Social support for the weak 3.15 0.72 4 choice quesBons Sacrifice of my life for public 2.31 0.85 4 choice quesBons 〈OrientaBon to consumpBon〉 3.32 0.70 4 choice quesBons Lifestyle 2.15 0.82 4 choice quesBons Fashion 2.49 0.87 4 choice quesBons DifferenBaBon 2.11 0.89 4 choice quesBons Brand 2.85 0.81 4 choice quesBons Quality 〈Criteria of daily behavior〉 2.30 0.87 4 choice quesBons Individuality 2.68 0.89 4 choice quesBons Others
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Analysis 15
Table3 Rate of Purchace of fair trade goods Sex Man Woman Total
N=1740 % 4.0 9.3 6.9
（χ2＝18.36, df=1, p <.001）
Age 15～19 20～29 30～39 40～49 50～59 60～69 Total
N=1740 % 0.9 3.1 9.6 6.1 8.0 8.7 6.9
Income ～400 400～599 600～799 800～1200 1200～ Total
N=1617 % 6.4 5.1 6.7 5.8 10.4 6.7
（χ2＝7.59, df=4, p >.10）
（χ2＝18.79, df=5, p <.01）
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Table4 Logis;c Regression Sex（ref. Woman） Age Household income Years of schooling Health consideraBons Environmental consideraBons 〈Public awareness〉 PoliBcal interest Social support for the weak Sacrifice of own life for Public 〈OrientaBon to consumpBon〉 Lifestyle Fashion DifferenBaBon Brand Quality 〈Criteria of daily behavior〉 Individuality Others invariable Model χ2 Nagelkerke R2
Coefficient .545 * .010 .038 .107 .112 .467 **
Odds 1.725 1.010 1.039 1.113 1.119 1.595
.138 .299 -‐.023
1.148 1.348 .978
.395 * -‐.105 .019 -‐.189 .323 *
1.485 .900 1.020 .828 1.381
.378 ** .027 -‐10.898 **
1.459 1.027 .000 140.083** .221 （**p< .01 *p< .05）
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Result ・ Sex is the important factor. ・ Environmental consideraBons has high posiBve effect. ・ Public awareness is not so relevant. ・ “Lifestyle” and “Quality” is relevant. ・ “Individuality” is relevant.
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Conclusion 19
How can we understand ethical consumer? ・ Fair trade consumer is not always based on Public awareness. ⇒But they oriented by self-‐actualizaBon needs. ⇒It is the orientaBon to create one’s own individual lifestyle. ・ This result doesn’t mean that ethical consumers have no public orientaBon. ⇒ But public needs and private needs are not incompaBble. ⇒ It is important that ethical consumpBon is not the opposite to private and individual concern.
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Reference Bauman, Zygmunt, 2001, The Individualized Society, Cambridge: Polity Press. DFID, 2009, Elimina5ng World Poverty: Building our Common Future, London: DFID. Elkington, John and Julia Hailes, 1989, The Green Consumer Guide: From Shampoo to Champagne: High-‐Street Shopping for a BeDer Environment, London: V. Gollancz. Ingelhart, Ronald, 1977, The Silent Revolu5on: Changing Values and Poli5cal Style among WesternPublics, Prinston: Prinston University Press. JETRO（２００６） “Environment and Health-‐Conscious Consumers and Environment and Health-‐Friendly Products and Services”, JETRO Japanese Market Report, 78. Lasch, Christopher, 1979, The Culture of Narcissism : American Life in an Age of Diminishing Expecta5ons, New York: Norton. SenneM, Richard, 1976, The Fall of Public Man, Cambridge: Cambridge University Press. Soper, Kate, 2007 “Re-‐thinking the `Good Life’: The CiBzenship Dimension of Consumer DisaffecBon with Consumerism”, Journal of Consumer Culture, 7(2): 205-‐229. Trentmann, Frank, 2007, “CiBzenship and ConsumpBon,” Journal of Consumer Culture, 7: 147–158. Watanabe, Tatsuya, 2010, “Fairtrade-‐gaku（fartrade stady）”Shin-‐Hyoron.
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