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Wednesday 14 January 2015

"Socio-Cognitive Determinants of Consumer's Support for the Fair Trade Movement" published in Journal of Business Ethics

KASTANAKIS Minas, Journal of Business Ethics, September 2014.


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.


Attitude–behavior gap, Consumer ethical decision making, Ethical consumerism,  Fair trade, Theory of planned behavior.

Prof. KASTANAKIS is Associate Professor of Marketing and Director of Research at ESCP Europe London campus.

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