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Explicit and implicit determinants of fair-trade buying behavior

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  • Vantomme, D.
  • Geuens, M.

    ()

  • De Houwer, J.
  • De Pelsmacker, P.

    (Vlerick Leuven Gent Management School)

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 non-buyers 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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File URL: http://www.vlerick.be/en/2567-VLK/version/default/part/AttachmentData/data/vlgms-wp-2005-30.pdf
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Bibliographic Info

Paper provided by Vlerick Leuven Gent Management School in its series Vlerick Leuven Gent Management School Working Paper Series with number 2005-30.

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Length: 20 pages
Date of creation: 12 Feb 2006
Date of revision:
Handle: RePEc:vlg:vlgwps:2005-30

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  1. Janiszewski, Chris, 1990. " The Influence of Print Advertisement Organization on Affect toward a Brand Name," Journal of Consumer Research, University of Chicago Press, vol. 17(1), pages 53-65, June.
  2. Bargh, John A, 2002. " Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, University of Chicago Press, vol. 29(2), pages 280-85, September.
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Cited by:
  1. Langen, Nina & Grebitus, Carola & Hartmann, Monika, 2010. "Is there Need for more Transparency and Efficiency in Causeā€related Marketing?," International Journal on Food System Dynamics, International Center for Management, Communication, and Research, vol. 1(4).
  2. Tierney Bondy & Vishal Talwar, 2011. "Through Thick and Thin: How Fair Trade Consumers Have Reacted to the Global Economic Recession," Journal of Business Ethics, Springer, vol. 101(3), pages 365-383, July.

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