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Explicit and implicit determinants of fair-trade buying behavior

Author

Listed:
  • 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.

Suggested Citation

  • Vantomme, D. & Geuens, M. & De Houwer, J. & De Pelsmacker, P., 2006. "Explicit and implicit determinants of fair-trade buying behavior," Vlerick Leuven Gent Management School Working Paper Series 2005-30, Vlerick Leuven Gent Management School.
  • Handle: RePEc:vlg:vlgwps:2005-30
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    References listed on IDEAS

    as
    1. Janiszewski, Chris, 1990. " The Influence of Print Advertisement Organization on Affect toward a Brand Name," Journal of Consumer Research, Oxford University 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, Oxford University Press, vol. 29(2), pages 280-285, September.
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    Cited by:

    1. Langen, Nina & Grebitus, Carola & Hartmann, Monika, 2010. "Is there Need for more Transparency and Efficiency in Cause‐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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