The Missing Link Between Corporate Social Responsibility and Consumer Trust: The Case of Fair Trade Products

Abstract

This paper investigates the link between the
\nconsumer perception that a company is socially oriented
\nand the consumer intention to buy products marketed by
\nthat company. We suggest that this link exists when at least
\ntwo conditions prevail: (1) the products sold by that company
\ncomply with ethical and social requirements; (2) the
\ncompany has an acknowledged commitment to protect
\nconsumer rights and interests. To test these hypotheses, we
\nconducted a survey among the clients of retail chains
\noffering Fair Trade products. The results show that socially
\noriented companies can successfully leverage their reputation
\nto market products with high symbolic values.