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040			_aMSU _cMSU _erda
100	1		_aNicholls, Alex _eauthor
245	1	0	_aPurchase decision-making in Fair Trade and the ethical purchase 'Gap': is there a Fair Trade Twix? / _ccreated by Alex Nicholls and Nick Lee
264			_aAbingdon: _bTaylor and Francis, _c2006-
336			_2rdacontent _atext _btxt
337			_2rdamedia _aunmediated _bn
338			_2rdacarrier _avolume _bnc
440			_aJournal of Strategic Marketing _vVolume 14, number 4,
520			_aChildren are increasingly being recognized as a significant force in the retail market place, as primary consumers, influencers of others, and as future customers. This paper adds to the literature on children as consumers by exploring their attitudinal responses to a specific group of products: Fair Trade lines. There has been no research to date that has specifically addressed children as consumers of Fair Trade or the ethical purchase decision‐making process in this area. The methodological approach taken here is an essentially interpretive and naturalistic analysis of two focus groups of school children. The analysis found that there is an urgent need to develop meaningful Fair Trade brands that combine strong brand knowledge and positive brand images to bridge the ethical purchase gap between the formation of clear ethical attitudes and actual ethical purchase behavior. Such an approach would both capture more of the children's primary market and influence future purchase behavior. It is argued that Fair Trade actors should coordinate new marketing communications campaigns that build brand knowledge structures holistically around the Fair Trade process and that extend beyond merely raising consumer awareness.
650	0	4	_aChildren as customers _xFair Trade
650	0	4	_aStrategic marketing communications _xEthical consumption
650	0	4	_aBrand knowledge
700	1		_aLee, Nick _eauthor
856			_uhttps://doi.org/10.1080/09652540600956384
942			_2lcc _cJA
999			_c157326 _d157326