Brand Support of Fair Trade

What it measures

A four-item scale measuring a consumer's belief in the ability of a specific brand to deliver meaningful fair trade benefits to producers in developing countries — specifically through farmer empowerment, creation of fair working conditions, improved market access, and effective resolution of social issues in the industry. Items contain blanks for both the brand name and the relevant commodity or industry (e.g., coffee, chocolate). Rooted in perceived brand credibility theory, the scale assesses whether consumers believe the brand's fair trade claims are substantively backed by its practices.

Representative items

• The brand will make _____ farmers become more empowered to take control over their work and lives.
• The brand will create fair working conditions for _____ farmers in the developing nations.

Citation

Kim, Soyoung and Jiyoung Han (2020). Consumer persuasion through fair-trade advertising. Journal of Business Ethics, 164(2), 231–249.