Anticipated Consumer Guilt: An Investigation into its Antecedents and Consequences for Fair-Trade Consumption
© 2017, © The Author(s) 2017. This study considers fair-trade as a collaborative strategy of dealing with the wicked problem of apparel sweatshops. The study assumes that consumer guilt increases the market share of fair-trade products which can be regarded as a favorable change in the marketing s...
| Main Authors: | , , , , |
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| Format: | Journal Article |
| Published: |
Sage Publications
2017
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| Online Access: | http://hdl.handle.net/20.500.11937/61921 |