Vantomme, D.Geuens, MaggieDe Houwer, J.De Pelsmacker, Patrick2017-12-022017-12-022005http://hdl.handle.net/20.500.12127/1880We 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.enConsumer Behaviour14051132045512131413092116