Eureka! Institutional Repository

The article focuses on fair consumption as one important aspect of ethical consumption. Our study presents aconceptualization and empirical testing of a newscale for consciousness for fair consumption (CFC), defined as a latent disposition of consumers to prefer products that are produced and traded in compliance withfairlabor andbusinesspractices. Results demonstrate reliability and validity of the CFC construct and significant differences to other aspects of ethical consumption such as ecological concern and moral reasoning. Furthermore we can show substantial and significant effects for CFC on both intention to purchase and actual purchase of fair trade products. This aspect has been neglected in existing research.In contrast ecological concern and moral reasoning were only marginally able to explain intended and actual consumption of fair trade products.