DO CONSUMERS VALUE RESPOSIBLE PRODUCTS? FAIR TRADE ORIENTATION AND ITS IMPACT ON PRODUCT LOYALTY, PRICE PREMIUM AND BUYING INTENTION

摘要

Our study results show that depending on the individual Fair Trade orientation, Fair Trade products offer a higher customer perceived value resulting in higher product loyalty, a greater willingness to pay higher prices and an increased buying intention. Still not all value dimensions equally drive buying behaviour; wheras the social value shows no significant effect, the economic value almost outweighs all other dimensions.