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| Author: | Kim, G-S. Lee, G.Y. Park, K. |
| Title: | A cross-national investigation on how ethical consumers build loyalty toward fair trade brands |
| Journal: | Journal of Business Ethics
2010 : NOV I, VOL. 96:4, p. 589-611 |
| Index terms: | consumer attitudes ethics consumption loyalty brands fair trading products Asia Korea USA |
| Freeterms: | corporate evaluation |
| Language: | eng |
| Abstract: | This paper explores how ethical consumption values (ECV) and two mediating variables, Fair Trade (here as: FT) product beliefs (FTPB) and FT corporate evaluation (FTCE) determine FT brand loyalty (FTBL). Based on two empirical studies using samples from the United States (U.S.) and Korea, there is found evidence showing that the way in which ECV influence FTBL is different in the U.S. and in Korea. In the U.S., FTBL is determined by ECV only indirectly through FTPB, while in Korea they determine FTBL directly and indirectly via FTCE, as well. |
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