But I Deserve It! the Impact of Product Positioning on Consumer Intentions Toward Fair Trade Products

Rhiannon MacDonnell, Cass Business School, City University London, UK
We examine the role of product positioning (luxury vs. necessity) and nationality of the product producer (same nationality vs. different) on consumer willingness to purchase fair trade and find that deserving of the product, but not guilt, mediates the effect on purchase intentions. Implications for research and practice are discussed.
[ to cite ]:
Rhiannon MacDonnell (2013) ,"But I Deserve It! the Impact of Product Positioning on Consumer Intentions Toward Fair Trade Products", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.