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Title: The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy
Authors: Gillani, Alvina 
Kutaula, Smirti 
Leonidou, Leonidas C. 
Christodoulides, Paul 
Major Field of Science: Engineering and Technology
Field Category: Electrical Engineering - Electronic Engineering - Information Engineering
Keywords: Consumer engagement;Fair trade;Consumer proximity;Empathic concern;Hypocrisy
Issue Date: Mar-2021
Source: Journal of Business Ethics, 2021, vol. 169, no. 3, pp. 557 - 577
Volume: 169
Issue: 3
Start page: 557
End page: 577
Journal: Journal of Business Ethics 
Abstract: The article reports the findings 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 confirmed 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 effect on physical, social, and psychological proximity, with the latter felt stronger among Indian, as opposed to British consumers.
Description: Open Access This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (, 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.
ISSN: 1573-0697
DOI: 10.1007/s10551-019-04278-6
Rights: © The Author(s)
Type: Article
Affiliation : University of Surrey 
Kingston University 
University of Cyprus 
Cyprus University of Technology 
Appears in Collections:Άρθρα/Articles

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