Journal of Business Ethics 130 (1):171-180 (2015)

In recent years, there has been a surge in popularity of the fair-trade industry, which seeks to improve trading conditions and to promote the rights of marginalized workers. Although research suggests that fair-trade products are perceived as promoting social and economic responsibility, some individuals—namely, those who seek to maintain existing group inequalities or those induced to think inequality is a good thing—may not share this perception. Across three studies, we found that SDO relates negatively to fair-trade consumption, and this relationship is mediated by the tendency for high-SDO individuals to see fair-trade products as less compatible with their conception of social justice. Our findings held after controlling for related individual-differences variables, and regardless of whether SDO was measured or manipulated. Implications for how to maximize the likelihood that people will perceive fair-trade products as “fair” are discussed
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DOI 10.1007/s10551-014-2221-9
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The Role of Personal Values in Fair Trade Consumption.Caroline Josephine Doran - 2009 - Journal of Business Ethics 84 (4):549-563.

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