RT Article
T1 A Cross-National Investigation on How Ethical Consumers Build Loyalty Toward Fair Trade Brands
JF Journal of business ethics
VO 96
IS 4
SP 589
OP 611
A1 Kim, Gwang-Suk
A2 Lee, Grace Y.
A2 Park, Kiwan
LA English
YR 2010
UL https://ixtheo.de/Record/1785639994
AB 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.
K1 product beliefs
K1 Fair Trade
K1 ethical consumption values
K1 Culture
K1 corporate evaluation
K1 brand loyalty
DO 10.1007/s10551-010-0486-1