Abstract
This conceptual article posits the effect of emotional imagery exposure on Fair Trade consumption and on compassion. The paper theorizes that as consumers are exposed to greater levels of compassionate emotional imagery exposure (CEIE), they are more inclined to consume Fair Trade products and posits the moderator effect of compassion for oneself, others and the environment (COOE), as an emotion compatible with Fair Trade consumption. In addition, this paper theorizes the effect of CEIE on COOE. For example, researchers may determine if certain images and text evoke the emotion of compassion. Moreover, the paper provides suggestions for scholars to conduct empirical studies based on the developed theories and literature review.
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