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Consumers contribute to sustainability through demanding, choosing and purchasing sustainable products (Knight, 2004). Sustainable products provide both social and environmental benefits derived from production based on fair trade guidelines, ethical principles, and environmentally friendly methods (Fletcher, 2008). Since consumers play a key role in promoting sustainable products, it is critical to understand factors that influence consumers’ decision making toward sustainable products.

Filling the Attitude-Behavior Gap in Sustainable Consumption: The Role of Consumer Involvement and Shopping Enjoyment