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Donnerstag, 18. September 2014

Socio-Cognitive Determinants of Consumers' Support for the Fair Trade Movement

Minas Kastanakis, Associate Professor of Marketing at ESCP Europe, has published a paper entitled Socio-Cognitive Determinants of Consumers' Support for the Fair Trade Movement.

Written in collaboration with Andreas Chatzidakis and Anastasia Stathopoulou, this paper has been published in the FT-listed Journal of Business Ethics. You can download the full paper from Springer Link.


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.

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