Explicit and Implicit Determinants of Fair-Trade Buying Behavior

Delphine Vantomme, Ghent University, Hoveniersberg 24, 9000 Ghent, Belgium, Tel 32 9 264 35 23 Fax, 32 9 264 42 79, Email: Delphine.Vantomme@Ugent.be
Maggie Geuens, Ghent University, Vlerick Leuven Gent Management School, Hoveniersberg 24, 9000 Ghent,

Explicit and Implicit Determinants of Fair-Trade Buying Behavior

 

Delphine Vantomme, Department of Marketing, Ghent University; Maggie Geuens, Department of Marketing, Ghent University, Vlerick Leuven Gent Management School; Jan De Houwer, Department of Psychology, Ghent University; Patrick De Pelsmacker, Department of Marketing, Universiteit Antwerpen Management School (UAMS), Ghent University

 

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.
[ to cite ]:
Delphine Vantomme and Maggie Geuens (2006) ,"Explicit and Implicit Determinants of Fair-Trade Buying Behavior", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 699-703.