Fair Trade marketing: an exploration through qualitative research / created by Len Tiu Wright and Simon Heaton

By:

Wright, Len Tiu [author]

Contributor(s):

Heaton, Simon [author]

Material type: Text

TextSeries: Journal of Strategic Marketing ; Volume 14, number 4 ,Abingdon: Taylor and Francis, 2006-Content type:

text

Media type:

unmediated

Carrier type:

volume

Subject(s):

Online resources:

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Summary: This paper is concerned with the extent of consumer understanding of the Fair trade brand and consumer uptake of products under the auspices of the Fair trade organization. There are ethical issues surrounding the brand from both the consumer and organizational (supplier) perspectives. Qualitative focus groups and personal interviews are undertaken. Findings from research with organizations and consumers are presented with regard to investigations of Fair trade from an ethical perspective and the barriers inhibiting consumer support of Fair trade products. Conclusions drawn concern the success of the Fair Trade name in the ethical and social contexts

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Holdings
Item type	Current library	Call number	Vol info	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF5415.13 JOU (Browse shelf(Opens below))	Vol.14, No4, pages 411-426	Not for loan	For in-house use only

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This paper is concerned with the extent of consumer understanding of the Fair trade brand and consumer uptake of products under the auspices of the Fair trade organization. There are ethical issues surrounding the brand from both the consumer and organizational (supplier) perspectives. Qualitative focus groups and personal interviews are undertaken. Findings from research with organizations and consumers are presented with regard to investigations of Fair trade from an ethical perspective and the barriers inhibiting consumer support of Fair trade products. Conclusions drawn concern the success of the Fair Trade name in the ethical and social contexts

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