"The study draws on existing marketing and organizational justice research to examine the underlying mechanisms by which justice perceptions may influence consumers' purchasing decisions of genetically engineered (GE) food. Using an online between subject experiment whereby the four social-psychological dimensions of justice were used to depict GE voluntary labelling initiative, I explored the differential effect of justice dimensions on affective reactions, perceived risks and perceived benefits of GE food, evaluation of company's reputation, and purchasing intentions. Latent multi-group structural equation models were used to analyze data collected from a sample of 1,074 participants who were randomly assigned to five conditions. There were three main findings. First, labels that emphasized fair process led to relatively positive affective reactions compared to labels that did not address justice or only addressed distributive (outcome) justice. Second and third, positive affective reactions had direct and indirect relationships with purchase intentions through perceived benefits and perceived reputation for fair process. Implications are discussed."--Page ii.
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