Browsing by Subject fair trade food products
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This paper proposes an explanatory model of the intention to pay for fair trade food products based on the stimulus-organism-response (S-O-R) theory. The research aims are to test the effects of general attitudes toward sustainable food products on the valuation of fair-trade food products, to study the effects of emotions on willingness to pay for fair trade food products and to analyse the mediating role of product evaluation and emotions. The proposed model was tested using an ordinary least squares estimation and an analysis combining the properties of parallel and serial mediation on a representative sample of 305 consumers in the Basque Country (Spain). Descriptive analyses indi... |
