Fairtrade coffee consumption in Spain: Employing dual attitudes and construal level theory to draw insights on the ethical purchasing gap

As a contribution to the debate about Fair Trade contributions United Nations Sustainability Development Goals, this article investigates Spanish shoppers' behaviour towards Fairtrade coffee. Although consumers generally state that they purchase fairly traded products, market shares of most them remain low, phenomenon known as ethical purchasing gap. Our review identifies gap in extant literature draw insights on gap, utilising two existing theories: attitudes and construal level appropriate theoretical framework. The first theory highlights duality individuals' an object: explicit are accessible consumers, whereas implicit ones cannot recall, but nonetheless affect behaviour. second examines influence low-level (concrete, specific) or high-level (general) information decision-making. A three-stage experiment took place sessions large university Madrid order apply these theories. It was based online survey intention, Implicit Association Test (IAT) identify attitudes. run weeks apart capture three points time effects. results reveal that, despite exposure different stimuli, stable along time. average difference intentions positive for negative construal. Explicit were not influenced by stimuli. No correlation found between These findings have useful managerial implications both practitioners academics.