THE ANTECEDENTS AND CONSEQUENCES OF SUSTAINABLE INVOLVEMENT TOWARDS FAIR TRADE PRODUCTS: MODERATING EFFECT OF PERCEIVED CONSUMER EFFECTIVENESS
THE ANTECEDENTS AND CONSEQUENCES OF SUSTAINABLE INVOLVEMENT TOWARDS FAIR TRADE PRODUCTS: MODERATING EFFECT OF PERCEIVED CONSUMER EFFECTIVENESS

Summary/Abstract: This research focuses on the role of personal values and consumer social responsibility in shaping enduring involvement and purchase intention of fair trade products, taking into account the moderating effect of perceived consumer effectiveness. This study aims to examine how these psychological and behavioral factors interact to influence consumer decisions regarding fair trade, and to identify under which conditions involvement translates into actual purchase intention. A study was conducted with 593 Tunisian consumers. The results of this study highlight the complexity of the relationship between enduring involvement and purchase behavior, revealing the influence of factors such as personal values and perceived consumer effectiveness. The study also shows that altruistic values are crucial for enduring involvement but are not sufficient to trigger purchase behavior. Furthermore, stimulation, as an individualistic value, positively impacts purchase intention. It was also found that fair trade consumers prioritize international solidarity over the geographical origin of the products. This research contributes, among other things, to addressing the gap in research concerning fair trade.

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