Personal Values and pro-social behaviour: the role of socio-economic context in fair trade consumption

The study aims at investigating the role of socio-economic context as intermediate mediator between personal values and fair trade consumption in Italy, where a strong discrepancies exist among regions. In particular, it wants to test how the level of economic development, the quality of life and the social environment influence the purchase of fair trade (FT) products and how they interact with the Schwartz’ set of values affecting the pro-social behaviou