Explicit and Implicit Determinants of Fair-Trade Buying Behavior

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.


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.


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,


NA - Advances in Consumer Research Volume 33 | 2006

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