The effects of fair trade information in African cultural products on consumers’ affective and cognitive response and purchase intention

Abstract

This current study investigates the influence fair trade product description had on consumer’s affective and cognitive states and eventually their purchase intention of African cultural products. Data were collected through a snowballing technique with respondents recruited through the social media site Facebook, of those contacted 147 usable responses were analyzed. The items of fair trade level, familiarity with African culture, fair trade knowledge and concern, affective state, and cognitive state were examined in relation with consumer’s purchase intention. It was determined that fair trade knowledge and concern, especially the dimension of concern, was a significant influencer of the affective state. Along with this familiarity with African culture and fair trade knowledge and concern were influencers of interest a factor of cognitive state. It was also found that the affective and cognitive state did in fact significantly influence purchase intention.