PurposeThis paper aims to identify the antecedents and postcedents of customer satisfaction, including utilitarian, social and emotional factors, in a fair trade (FT) coffee consumption context.Design/methodology/approachThis paper is based on a broad range of 177 consumers of FT coffee in Spain, the data analysis used structural equation modeling (SEM) with SPSS/AMOS 26.0 software.FindingsThis paper supports that both customer social value and quality affect perceived value (PV). PV in turn has effects on customer satisfaction and the latter influences loyalty. Conversely, both customer emotional value and customer expectations were not confirmed as antecedents of PV.Research limitations/implicationsThe consumer satisfaction analysis conducted differs substantially from those of conventionally traded coffee, as social and emotional factors were considered along with utilitarian factors.Practical implicationsPractitioners, retailers and relevant institutions should design strategies to manage efficiently channel efforts to improve the consumer satisfaction and its loyalty.Originality/valueThis paper contributes to a substantial improvement in the understanding of consumer satisfaction and its consequences, in FT coffee consumption contexts. A new integrated theoretical model on customer satisfaction has been provided, which includes social and emotional perception factors, along with cognitive perception (quality and expectations) factors.

Moroccan society is going through a series of transformations in its relations between institutions and the community; in this context, the university, starting from its university mission centered on training and investigation for the development of knowledge, promotes a major involvement concerning the needs of society, known as university social responsibility (USR). Indeed, lately we often approach the theme of "social responsibility" as an ethical dimension that each organization or institution should adopt, integrate and promote in its daily activity. The business world has obviously welcomed and developed the idea for a long time, however thinking about social responsibility has only just begun in universities, especially those in Morocco. This article aims to examine the current situation of the integration of USR practices within Cadi Ayyad University ranked first according to World University Rankings of 2019 and based on indicators developed by the model of Pacto Global Red Colombia of 2018 The results obtained demonstrate that despite the efforts made in this direction, the Moroccan University is in an embryonic stage compared to European universities.