Drivers of consumer’s willingness to pay for fair trade food products: the role of positive and negative emotions
نویسندگان
چکیده
Abstract This paper proposes an explanatory model of the intention to pay for fair trade food products based on stimulus-organism-response (S-O-R) theory. The research aims are test effects general attitudes toward sustainable valuation fair-trade products, study emotions willingness and analyse mediating role product evaluation emotions. proposed was tested using ordinary least squares estimation analysis combining properties parallel serial mediation a representative sample 305 consumers in Basque Country (Spain). Descriptive analyses indicate that respondents had favourable attitude positively valued products. moderate. results show importance emotions, especially pride, transforming into links more literature broadening focus S-O-R In addition, it helps organisations understand consumer behaviour influenced by positive towards including
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JEL CLASSIFICATION C26, C99, D03, I18. PSYCINFO CLASSIFICATION 2360; 3920.
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ژورنال
عنوان ژورنال: International Review on Public and Nonprofit Marketing
سال: 2023
ISSN: ['1865-1992', '1865-1984']
DOI: https://doi.org/10.1007/s12208-023-00366-6