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