Can Trinh
Even though the adoption of fair-trade practices is increasing, empirical evidence of how fair-trade communication shapes brand image is still limited. The present research addresses this important gap and explores whether fair-trade communication influences consumer perception of product naturalness in the case of foods. Two studies provide evidence that fair-trade communication for food products can help facilitate consumer perception of product naturalness by evoking warm-glow affect. Enhanced perception of product naturalness then increases purchase intentions for the focal product. However, this effect is salient only among those who exhibit relatively high moral identity. Together, these findings provide meaningful theoretical and practical implications.