conflict & communication online, Vol. 19, No. 1&2, 2020
ISSN 1618-0747




Isabel T. Strubel
The impact of indignation on Fairtrade support

Food production has a high impact on the environment, on working and living conditions worldwide. Therefore Fairtrade of groceries has a key role for sustainable development and lasting positive peace. In order to encourage Fairtrade, it is important to understand what motivates people to support it, also beyond their purchases. The findings of a  survey study  (N = 124) show that the justice-based emotion indignation adds to the explanation of purchasing intentions and the willingsness to support Fairtrade beyond self-interested motives and personal norms. Both, indigination about unfairness in trade and about Fairtrade prove to be influential. This shows that justice motives can on an affective level serve as a promising lever to foster fair consumption and that indignation about Fairtrade should be taken seriously..


  englischer Volltext  

The author: Dr. Isabel T. Strubel is a postdoctoral researcher in social and organizational psychology at the Catholic University of Eichstätt-Ingolstadt, Germany. Her research interests include the psychology of justice, responsibility and sustainable action, the motivation of volunteering and social norms.