Eureka! Institutional Repository

The purpose of this study is to examine the functional relationships among personal values, perceptions of value, satisfaction and behavioural outcomes involved in the consumption of ethical products. A theoretically-grounded model is constructed that depicts instrumental and terminal values as determinants of the get (received benefits) and give (sacrifices made) components of value, which in turn impact on satisfaction as a precursor to repurchase intention and recommendation. The behaviour of the framework is applied to Fairtrade products and tested using Partial Least Squares on data collected from 98 respondents to a mail survey carried out amongst UK consumers. Terminal but not instrumental values are found to be significant determinants of get and give, and both get and give are significant predictors of satisfaction which in turn significantly impacts on repurchase intention and recommendation.