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Explicit and implicit determinants of fair-trade buying behavior
Vantomme, D. Geuens, Maggie De Houwer, J. De Pelsmacker, Patrick
Vantomme, D.
Geuens, Maggie
De Houwer, J.
De Pelsmacker, Patrick
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Publication Type
Working paper
Editor
Supervisor
Publication Year
2005
Journal
Book
Publication Volume
Publication Issue
30
Publication Begin page
Publication End page
Publication NUmber of pages
20
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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.
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Keywords
Consumer Behaviour