The Fair Trade consumer as a citizen-consumer: civic virtue or alternative hedonism?
The Fair Trade consumer as a citizen-consumer: civic virtue or alternative hedonism?
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DOI：
10.13169/jfairtrade.1.2.0032
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发表时间：
2019
期刊：
影响因子：
--
通讯作者：
Hatayama
中科院分区：
文献类型：
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作者：
Hatayama
本文旨在探讨公平贸易的消费者取向，侧重于“公民消费者”的维度。那些购买公平贸易产品的人通常被认为是出于社会责任和利他精神的消费者。然而，一些研究表明，这些消费者不一定是利他主义或政治，而是享乐主义和个人主义。为了考察什么样的人购买公平贸易产品，我们分析了公平贸易消费者的态度，从日本的社会调查数据。研究结果显示，“另类享乐主义”的变项（创造力、产品品质、后物质主义）对购买公平贸易产品的反应有正向影响。另一方面，有关“公民美德”的变项（献身公益、利他主义、社会支持）对公平贸易的影响并不显著，这显示公平贸易的消费者并不总是内化运动的原则，而是以不同的方式追求个人的生活方式。换句话说，消费者的“小叙事”并不是“大叙事”实现的障碍，而是后者实现的条件。
This paper aims to explore Fair Trade consumer orientations by focusing on the ‘citizen-consumer’ dimension. Those who buy Fair Trade products are often regarded as consumers who are motivated by social responsibility and an altruistic spirit. However, some studies show that such consumers are not necessarily altruistic or political, but rather hedonistic and individualistic. In order to examine what kinds of people purchase Fair Trade products, we analyse the Fair Trade consumer’s attitude using social survey data from Japan. The result of this analysis demonstrates that the variables concerning ‘alternative hedonism’ (creativity, quality of products, post-materialism) have positive effects on response in purchasing Fair Trade products. On the other hand, the variables concerning ‘civic virtue’ (dedication to the public interest, altruism, social support) have no significant effect on it. This result shows that Fair Trade consumers do not always internalise the movement’s principles, but pursue their individual lifestyle in different ways. In other words, consumers’ ‘little narratives’ are not an obstacle to the realisation of ‘grand narratives’, but rather a condition of the latter.