What is it about?

Consumer decision processes for fairtrade products is an area that is generating increasing social interest. Today, ethical consumption is part of the agenda of consumers, companies and governments for its promise of a better future, through the consumption of goods with added social value. The main objective of this work is to identify the gap between attitude-intention to buy fair trade products, that is, between declared consumption and actual consumption, which we call the word-deeds gap.

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Why is it important?

This is the first article that gathers a systematic review about the topic and makes content thematic analyses through a software tool, Atlas ti, that uses conceptual maps to identify related concepts. Moreover, it detects research gaps such as the application of a scheme based on values-subjective norms-attitude-intention-behavior or more importantly, application of concepts that come from research areas like psychology, for instance dual-theory approach.


Writing this article with Elena Kossmann, a professional expert on Fairtrade was a great pleasure as we have had long standing collaboration in order to accomplish her thesis. This article also lead me to a new way of making literature reviews based on a methodology that does not come from marketing but from experimental sciences: PRISMA STATEMENT, an approach that we will use from now on when beggining with a new topic for academic research. It is useful, easy and SYSTEMATICALLY awesome.

Universidad Autonoma de Madrid

Read the Original

This page is a summary of: Words-Deeds Gap for the Purchase of Fairtrade Products: A Systematic Literature Review, Frontiers in Psychology, December 2019, Frontiers, DOI: 10.3389/fpsyg.2019.02705.
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