Building Block

Consumer perception

Summary

Building consumer understanding of sustainability, leading to informed purchase decisions

Exploring Fair Trade Attitude and Fair Trade Behavior of Turkish Consumers - The consumption of fair trade goods in the developed world has gained in popularity over the last years, however in Turkey it is not a well-known concept yet. Within this paper, we focused on Turkish consumers’ understanding of fair trade, trying to analyze the triggering factors forming attitude and behavioral outcomes as intention to buy and willingness to pay more for those fair trade products.