Journal of Business Ethics

, Volume 96, Issue 4, pp 589–611 | Cite as

A Cross-National Investigation on How Ethical Consumers Build Loyalty Toward Fair Trade Brands



Although Fair Trade has recently experienced rapid growth around the world, there is lack of consumer research that investigates what determines consumers’ loyalty toward Fair Trade brands. In this research, we investigate how ethical consumption values (ECV) and two mediating variables, Fair Trade product beliefs (FTPB) and Fair Trade corporate evaluation, (FTCE) determine Fair Trade brand loyalty (FTBL). On the basis of two empirical studies that use samples from the U.S. and Korea, we provide evidence demonstrating that the manner in which ECV influence FTBL differs in the U.S. and Korea. In the U.S., ECV determine FTBL only indirectly via FTPB, whereas in Korea they determine FTBL directly as well as indirectly via FTCE. We discuss theoretical and managerial implications of these findings.


brand loyalty corporate evaluation culture ethical consumption values Fair Trade product beliefs 



Ethical consumption values


Fair Trade product beliefs


Fair Trade corporate evaluation


Fair Trade brand loyalty


Structural equation modeling


Confirmatory factor analysis


Composite reliabilities


Average variance extracted


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This research was financially supported by the Marketing Center at Seoul National University, Korea. Address correspondence regarding this paper to Kiwan Park.


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© Springer Science+Business Media B.V. 2010

Authors and Affiliations

  1. 1.Korea Energy Economics Institute (KEEI)SeoulKorea
  2. 2.Seoul National UniversitySeoulKorea

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