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The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy

Gillani, Alvina, Kutaula, Smirti, Leonidou, Leonidas C. and Christodoulides, Paul (2019) The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy Journal of Business Ethics.

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Abstract

The article reports the fndings of an empirical study among consumers, regarding the impact of physical, social, and psychological proximity on their engagement to the fair trade idea and purchasing behavior. Based on a random sample of 211 British and 112 Indian consumers and using structural equation modeling, it was found that high levels of physical, social, and psychological proximity leads to high consumer fair trade engagement. Moreover, consumer fair trade engagement was confrmed to have a positive impact on fair trade purchasing behavior. Furthermore, consumer empathic concern was found to positively moderate the association between proximity and consumer fair trade engagement, while the opposite was true with regard to consumer hypocrisy. Finally, consumer nationality was found to have a control efect on physical, social, and psychological proximity, with the latter felt stronger among Indian, as opposed to British consumers.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
NameEmailORCID
Gillani, Alvinaa.gillani@surrey.ac.uk
Kutaula, Smirti
Leonidou, Leonidas C.
Christodoulides, Paul
Date : 9 September 2019
DOI : 10.1007/s10551-019-04278-6
Copyright Disclaimer : © The Author(s) 2019. Open Access This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.
Uncontrolled Keywords : Consumer engagement; Fair trade; Consumer proximity; Empathic concern; Hypocrisy
Depositing User : Diane Maxfield
Date Deposited : 08 Nov 2019 09:46
Last Modified : 08 Nov 2019 09:46
URI: http://epubs.surrey.ac.uk/id/eprint/853081

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