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Explicit and Implicit Determinants of Fair-Trade Buying Behavior

Author

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  • D. VANTOMME
  • M. GEUENS
  • J. DE HOUWER
  • P. DE PELSMACKER

Abstract

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 nonbuyers 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.

Suggested Citation

  • D. Vantomme & M. Geuens & J. De Houwer & P. De Pelsmacker, 2005. "Explicit and Implicit Determinants of Fair-Trade Buying Behavior," Working Papers of Faculty of Economics and Business Administration, Ghent University, Belgium 05/350, Ghent University, Faculty of Economics and Business Administration.
    • Handle: RePEc:rug:rugwps:05/350
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    2. Bargh, John A, 2002. "Losing Consciousness: Automatic Influences on Consumer Judgment, Behavior, and Motivation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 280-285, September.
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