Since their introduction several years ago Fairtrade products have remained subject to low sales and failed to win satisfactory market shares. Investigating into the reasons for the observed underperformance the study will begin by analysing customers’ motivations to buy Fairtrade products and their reasons to refrain from Fairtrade purchases.
After the analysis of the various important influences on customers’ Fairtrade buying behaviour, it will examine some of the implications this may have for marketing professionals. The study will conclude that some of the main factors affecting Fairtrade purchases are of demographical nature, while others stem from customer equity dimensions, before it will propose a number of possible actions to increase the success of the Fairtrade initiative.
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Inhaltsverzeichnis (Table of Contents)
- Introduction
- Analysis
- Demographical Factors
- Personal Norms and Attitudes
- Personal Satisfaction
- Price Premium
- Lack of Information
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This study aims to examine the motivations of customers to engage in Fairtrade purchases, analyze the factors that influence their buying behaviour, and explore the implications of these findings for marketing professionals. The study intends to uncover the reasons behind the observed underperformance of Fairtrade products in the market.
- Customer Motivations for Fairtrade Purchases
- Factors Influencing Fairtrade Buying Behaviour
- Implications for Marketing Professionals
- The Role of Demographical Factors
- The Influence of Customer Equity Dimensions
Zusammenfassung der Kapitel (Chapter Summaries)
The introductory chapter provides a brief overview of the Fairtrade initiative and its objectives. It highlights the benefits of Fairtrade partnerships for farmers and producers in developing countries, including guaranteed living incomes, access to affordable loans, and support for sustainable production methods.
The analysis chapter delves deeper into the motivations and factors influencing Fairtrade purchasing behaviour. It explores the role of demographical factors like age, education, and income, as well as personal norms, attitudes, and the pursuit of personal satisfaction.
The study further examines the impact of price premium on Fairtrade purchases and the challenges posed by a lack of information and consumer skepticism regarding the initiative's claims and strategies.
Schlüsselwörter (Keywords)
The study focuses on customer behaviour, ethical consumption, Fairtrade, marketing, product quality, price premium, information availability, consumer attitudes, demographical factors, customer equity, and sustainable development.
- Arbeit zitieren
- Jens Hillebrand (Autor:in), 2007, Fairtrade: Motivations of customers to engage in Fairtrade purchases and the implications for marketing professionals, München, GRIN Verlag, https://www.grin.com/document/118320
