Fair Is Fair: Consumer Just World Beliefs and Intentions and Behaviors Towards Fair Trade Products

Katherine White, University of Calgary, Canada
Rhiannon MacDonnell, University of Calgary, Canada
Leslie Lamont, University of Calgary, Canada
Ellard John, University of Calgary, Canada
Just world theory proposes that individuals are motivated to construe the world as a just place where people get what they deserve and deserve what they get. We show that the tendency to assist others in need (e.g., marginalized producers) through supporting and choosing fair trade products can be decreased (increased) by varying factors that heighten (reduce) defensive reactions to just world threat. We examine severity of need, duration of suffering, ability to impact justice, justice outcomes, and individual differences in just world beliefs in determining fair trade intentions and behaviors. Implications for consumers and marketers are discussed.
[ to cite ]:
Katherine White, Rhiannon MacDonnell, Leslie Lamont, and Ellard John (2010) ,"Fair Is Fair: Consumer Just World Beliefs and Intentions and Behaviors Towards Fair Trade Products ", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 577-578 .