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The interaction between values and self-identity on fairtrade consumption: The value-identity-behavior model.

Sara Quach1, Robin E Roberts1, Simon Dang2

  • 1Department of Marketing, Griffith University, Australia.

Appetite
|December 19, 2024
PubMed
Summary

Consumer self-identity drives fairtrade purchases, influenced by both egoistic and altruistic values. Understanding these values is key to promoting ethical consumption and fairtrade products.

Keywords:
Fairtrade consumptionProduct attributesSelf-identityValue-identity-behavior modelWillingness to pay

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