AbstractsCommunication

This study explored the effectiveness of a Fair Trade certified label; the varied influence of differences in personal social responsibility; and the distinct impact in terms of message framing, gain-framed versus loss-framed, in an online experiment with 193 undergraduate college students. The findings of this study indicated that 1) an advertisement with a Fair Trade certified label showed a more positive attitude toward the ad and brand; 2) people who were more socially concerned manifested the more positive attitude and purchase intention; and 3) gain-framed message had a more positive impact than loss-framed messages. Results of this study suggest that a Fair Trade advertising should go beyond a certified labeling with gain-framed messages targeting a highly socially concerned audience.