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    Promoting global well-being through fairtrade food: the role of international exposure

    Yamoah, Fred and Eshun Yawson, D. (2022) Promoting global well-being through fairtrade food: the role of international exposure. International Food and Agribusiness Management Review , ISSN 1559-2448.

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    Social preference theory highlights an alternative explanation for consumption choices that are not consistent with rational economic decision making. In the current research, social preference theorizing is advanced by highlighting consumers’ exposure to developing countries (international exposure) as a factor that increases disposition to support fairtrade. The study shows that internationally exposed consumers through direct and indirect means demonstrate social concern by engaging in fairtrade food purchasing behaviour. Managers employing social preference appeals could prioritise internationally exposed consumers and heighten perceptions of equality restoration for a global reference group. The results imply that fairtrade marketers and public policymakers should highlight the benefits of fairtrade products to promote global equity.


    Item Type: Article
    Keyword(s) / Subject(s): social preference, international exposure, global reference group, ethical products, fairtrade food
    School: Birkbeck Faculties and Schools > Faculty of Business and Law > Birkbeck Business School
    Depositing User: Fred Yamoah
    Date Deposited: 09 Jan 2023 06:26
    Last Modified: 02 Aug 2023 18:18


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