Consumers' attitudes, Citizen Brands and willingness to buy

Environmental and social issues such as global warming, climate change, fair trade and the use child labor have gained over the years an increasing attention of consumers worldwide. As consumers become wealthier and better educated their choice of product or service has also become more critical. Many consumers have become sensitive to the level of corporate social actions of brands or companies from which they buy products or services. The purpose of this study was to investigate the relationships between the attitudinal behavior of consumers towards the Citizen Brands and their willingness to buy from those brands. The relationships that were also expected to be moderated by consumers' personal traits, brand characteristics and attributes.