Publication
Socio-Cognitive Determinants of Consumers’ Support for the Fair Trade Movement
Attitude–behavior gap
Consumer ethical decision making
Ethical consumerism
Fair trade
Theory of planned behavior
2016
2016, Journal of Business Ethics, 133(1), pp.95-109
Resumo
Despite the reasonable explanatory power of existing models of consumers’ ethical decision making, a large part of the process remains unexplained. This article draws on previous research and proposes an integrated model that includes measures of the theory of planned behavior, personal norms, self-identity, neutralization, past experience, and attitudinal ambivalence. We postulate and test a variety of direct and moderating effects in the context of a large scale survey study in London, UK. Overall, the resulting model represents an empirically robust and holistic attempt to identify the most important determinants of consumers’ support for the fair-trade movement. Implications and avenues for further research are discussed.