date:Mar 26, 2019
entions.
We did hypothesize that the good feeling when doing good is stronger in the case of pro-social claims, like fair-trade, because previous research has shown that selfish purchasing motives, like pride and satisfaction, play a role when consumers intend to purchase fair-trade products. Nevertheless, the much stronger influence of the warm glow on the fair-trade choice as compared to organic and carbon-neutral took us by surprise. Interestingly, this effect is much stronger for the German