Socio-Cognitive Determinants of Consumers’ Support for the Fair Trade Movement
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- Chatzidakis, A., Kastanakis, M. & Stathopoulou, A. J Bus Ethics (2016) 133: 95. doi:10.1007/s10551-014-2347-9
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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.