Publicação
Ethical chocolate consumption by millennials in the Netherlands
| Resumo: | The process of producing chocolate is an unsustainable practice. The cocoa industry contains several challenges related to living income, human rights and environmental protection. The root cause of these impacts is poverty of cocoa farmers. Ethically produced cocoa ensures the wellbeing of people and the environment within the production process. The Netherlands is one of the largest players in the cocoa industry, and has been making efforts to create a more sustainable cocoa practice. Around one quarter of the Dutch population consists of millennials, a group of people born between 1980-2000. This generation has a huge purchasing power and influence on the market, and characterises itself by their awareness regarding ethical issues, the environment and value to multiculturalism. The aim of this study is to explore the motivations of millennials living in the Netherlands to consume ethically produced chocolate. A survey was conducted on 189 millennials living in the Netherlands, of which 175 are fairtrade chocolate consumers. The motivations were divided into six categories: guilt, empathy, narcissism, self-actualisation, happiness, and future intention. The categories consisted of statements, which were answered on a five point Likert scale. The data were analysed via the partial least squares method (PLS). The results show a strong positive association between happiness and future intention. Guilt has a positive influence on empathy, and empathy impacts self-actualisation and happiness positively. Empathy has a negative association with future intention. Narcissism has a positive influence on self-actualisation, which in turn elicits happiness and future intention. The study shows a strong path from self-actualisation to happiness to future intention. |
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| Autores principais: | Christodoulatos, Mary-Louise |
| Assunto: | Cacau -- Cocoa Fair-trade chocolate Millennials The Netherlands Chocolate de comércio justo Países Baixos |
| Ano: | 2021 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | The process of producing chocolate is an unsustainable practice. The cocoa industry contains several challenges related to living income, human rights and environmental protection. The root cause of these impacts is poverty of cocoa farmers. Ethically produced cocoa ensures the wellbeing of people and the environment within the production process. The Netherlands is one of the largest players in the cocoa industry, and has been making efforts to create a more sustainable cocoa practice. Around one quarter of the Dutch population consists of millennials, a group of people born between 1980-2000. This generation has a huge purchasing power and influence on the market, and characterises itself by their awareness regarding ethical issues, the environment and value to multiculturalism. The aim of this study is to explore the motivations of millennials living in the Netherlands to consume ethically produced chocolate. A survey was conducted on 189 millennials living in the Netherlands, of which 175 are fairtrade chocolate consumers. The motivations were divided into six categories: guilt, empathy, narcissism, self-actualisation, happiness, and future intention. The categories consisted of statements, which were answered on a five point Likert scale. The data were analysed via the partial least squares method (PLS). The results show a strong positive association between happiness and future intention. Guilt has a positive influence on empathy, and empathy impacts self-actualisation and happiness positively. Empathy has a negative association with future intention. Narcissism has a positive influence on self-actualisation, which in turn elicits happiness and future intention. The study shows a strong path from self-actualisation to happiness to future intention. |
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