A Cross-National Investigation on How Ethical Consumers Build Loyalty Toward Fair Trade Brands

Although Fair Trade has recently experienced rapid growth around the world, there is lack of consumer research that investigates what determines consumers’ loyalty toward Fair Trade brands. In this research, we investigate how ethical consumption values (ECV) and two mediating variables, Fair Trade...

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Bibliographic Details
Authors: Kim, Gwang-Suk (Author) ; Lee, Grace Y. (Author) ; Park, Kiwan (Author)
Format: Electronic Article
Language:English
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Published: Springer Science + Business Media B. V 2010
In: Journal of business ethics
Year: 2010, Volume: 96, Issue: 4, Pages: 589-611
Further subjects:B brand loyalty
B corporate evaluation
B ethical consumption values
B product beliefs
B Fair Trade
B Culture
Online Access: Volltext (JSTOR)
Volltext (lizenzpflichtig)

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520 |a Although Fair Trade has recently experienced rapid growth around the world, there is lack of consumer research that investigates what determines consumers’ loyalty toward Fair Trade brands. In this research, we investigate how ethical consumption values (ECV) and two mediating variables, Fair Trade product beliefs (FTPB) and Fair Trade corporate evaluation, (FTCE) determine Fair Trade brand loyalty (FTBL). On the basis of two empirical studies that use samples from the U.S. and Korea, we provide evidence demonstrating that the manner in which ECV influence FTBL differs in the U.S. and Korea. In the U.S., ECV determine FTBL only indirectly via FTPB, whereas in Korea they determine FTBL directly as well as indirectly via FTCE. We discuss theoretical and managerial implications of these findings. 
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