Does Fair Trade Breed Contempt? A Cross-Country Examination on the Moderating Role of Brand Familiarity and Consumer Expertise on Product Evaluation
This article is a within- and cross-country examination of the impact of fair trade certification on consumers’ evaluations and attitudes toward ethically certified products. Across three experimental studies, the authors analyze how different levels of brand familiarity and fair trade expertise imp...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Springer Netherlands
2019
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| Subjects: | |
| Online Access: | View Fulltext in Publisher |