Content with keyword: theory of planned behaviour

In search of fair trade: ethical consumer decision making

Nil Özçağlar-Toulouse, Edward Shiu and Deirdre Shaw. Paper published in International Journal of Consumer Studies, 30, 5, September 2006, pp502–514.

While the market for fair trade products has been growing in many countries, this paper examines the French market where fair trade remains marginal but is experiencing growth. Using a modified Theory of Planned Behaviour framework the research examines consumer intention to  purchase fair trade grocery products in order to explain the pertinent decision-making criteria of both consumers of and potential consumers of fair trade.… >> continue reading