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Explicit and Implicit Determinants of Fair-Trade Buying Behavior

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Author Info
D. VANTOMME
M. GEUENS ()
J. DE HOUWER
P. DE PELSMACKER ()

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Abstract

We examined the usefulness of an implicit attitude measure (IAT) to explain the weak attitude-behavior relationships often found in research about ethical consumer behavior. The results indicated that the IAT effects for buyers and nonbuyers of Fair Trade products were significantly different, showing that the IAT can be used to differentiate between buyers and non-buyers. Further, the authors conclude that the IAT has unique predictive validity and that most importantly implicit attitudes need to be enhanced to raise ethical consumer behavior.

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Publisher Info
Paper provided by Ghent University, Faculty of Economics and Business Administration in its series Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium with number 05/350.

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Length: 17 pages
Date of creation: Dec 2005
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Handle: RePEc:rug:rugwps:05/350

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Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
  1. Bargh, John A, 2002. " Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 29(2), pages 280-85, September.
  2. Janiszewski, Chris, 1990. " The Influence of Print Advertisement Organization on Affect toward a Brand Name," Journal of Consumer Research: An Interdisciplinary Quarterly, University of Chicago Press, vol. 17(1), pages 53-65, June.
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  1. Avermaete, T. & Mathijs, E., 2008. "Sustainable food versus health concerns," 2008 International Congress, August 26-29, 2008, Ghent, Belgium 44237, European Association of Agricultural Economists. [Downloadable!]
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