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which the consumer trusts without knowing the farmer. There might also be an
emotional component and the purchase of fair trade products is socially oriented,
but in this case not based on a face-to-face relationship.
References
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Consumer Behaviour 6(2-3): 94-110.
Johnston, J. 2008. The citizen-consumer hybrid: Ideological tensions and the case of Whole Foods
Market. Theory and Society 37(3): 229-270.
Lockie, S., K. Lyons, G. Lawrence, and J. Grice. 2004. Choosing organics: A path analysis of
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and preference toward organic versus conventionally produced foods: A review and update of
the literature. Renewable Agriculture and Food Systems 20(4): 193-205.
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