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An Exploratory Study of Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK

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  • Fred A. Yamoah

    (University of Kent, Kent Business School, Medway Campus, Chatham Maritime, Kent, ME4 4AG, UK.)

Abstract

The phenomenal growth of the fairtrade industry has attracted increased research interest but little is known as to what marketing factors drive fairtrade retail sales. This gap has profound implications for fairtrade marketing research and the future of the fairtrade industry. To provide a more robust and objective insight this paper draws on the analysis of supermarket loyalty card dataset of 1.7 million fairtrade shoppers to establish the influence of price, promotion and distribution on fairtrade retail sales. Insights from the results show the lack of cross shopping pattern among fairtrade food product shoppers. The results also indicate that the increasing fairtrade retail sales growth is not shopper demand driven but predominately attributable to widened distribution and price increases. The findings of the study offer insights to fairtrade marketing researchers and strategic direction for managers working to ensure that fairtrade thrives as an ethical consumer driven industry. Classification-JEL: M31

Suggested Citation

  • Fred A. Yamoah, 2014. "An Exploratory Study of Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK," International Review of Management and Marketing, Econjournals, vol. 4(1), pages 13-23.
    • Handle: RePEc:eco:journ3:2014-01-2
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    References listed on IDEAS

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    1. Tierney Bondy & Vishal Talwar, 2011. "Through Thick and Thin: How Fair Trade Consumers Have Reacted to the Global Economic Recession," Journal of Business Ethics, Springer, vol. 101(3), pages 365-383, July.
    2. Andreas Chatzidakis & Sally Hibbert & Andrew Smith, 2007. "Why People Don’t Take their Concerns about Fair Trade to the Supermarket: The Role of Neutralisation," Journal of Business Ethics, Springer, vol. 74(1), pages 89-100, August.
    3. Michal Carrington & Benjamin Neville & Gregory Whitwell, 2010. "Why Ethical Consumers Don’t Walk Their Talk: Towards a Framework for Understanding the Gap Between the Ethical Purchase Intentions and Actual Buying Behaviour of Ethically Minded Consumers," Journal of Business Ethics, Springer, vol. 97(1), pages 139-158, November.
    4. Giovannucci, Daniele & Koekoek, Freek Jan, 2003. "The State of Sustainable Coffee: A Study of Twelve Major Markets," MPRA Paper 17172, University Library of Munich, Germany.
    5. Caroline Doran, 2009. "The Role of Personal Values in Fair Trade Consumption," Journal of Business Ethics, Springer, vol. 84(4), pages 549-563, February.
    Full references (including those not matched with items on IDEAS)

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    Cited by:

    1. Acquaye, Adolf A. & Yamoah, Fred A. & Feng, Kuishuang, 2015. "An integrated environmental and fairtrade labelling scheme for product supply chains," International Journal of Production Economics, Elsevier, vol. 164(C), pages 472-483.
    2. Aashish Argade & Sukhpal Singh, 2016. "Seeking Markets in Production Fields: An Assessment of the Potential for Fair Trade in India," Millennial Asia, , vol. 7(2), pages 131-152, October.

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    More about this item

    Keywords

    Marketing factors; buying behaviour; cross-shopping; loyalty card data; fairtrade.;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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