Journal of Business Ethics 84 (1):1-15 (2009)

This paper investigates the link between the consumer perception that a company is socially oriented and the consumer intention to buy products marketed by that company. We suggest that this link exists when at least two conditions prevail: (1) the products sold by that company comply with ethical and social requirements; (2) the company has an acknowledged commitment to protect consumer rights and interests. To test these hypotheses, we conducted a survey among the clients of retail chains offering Fair Trade products. The results show that socially oriented companies can successfully leverage their reputation to market products with high symbolic values.
Keywords consumer behavior  Corporate Social Responsibility  Fair Trade  retail  structural equation models  trust
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Reprint years 2009
DOI 10.1007/s10551-008-9669-4
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References found in this work BETA

Stakeholder Influence Capacity and the Variability of Financial Returns to Corporate Social Responsibility.Michael L. Barnett - 2005 - Proceedings of the International Association for Business and Society 16:287-292.
Fair Trade: Three Key Challenges for Reaching the Mainstream.Anil Hira & Jared Ferrie - 2006 - Journal of Business Ethics 63 (2):107-118.

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