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In search of fair trade: Ethical consumer decision-making in France

Ozcaglar-Toulouse, N. and Shiu, E.M.K. and Shaw, D. (2006) In search of fair trade: Ethical consumer decision-making in France. International Journal of Consumer Studies, 30 (5). pp. 502-514. ISSN 1470-6423

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Abstract

While the market for fair trade products has been growing in many countries, this paper examines the French market where fair trade remains marginal but is experiencing growth. Using a modified Theory of Planned Behaviour framework the research examines consumer intention to purchase fair trade grocery products in order to explain the pertinent decision-making criteria of both consumers of and potential consumers of fair trade. Results reveal that concerned consumers should not be treated as one homogeneous group, rather, the distinct variations in the factors that influence their decision making must be considered when promoting, labelling and distributing fair trade products. Implications for both sustaining and developing the market for fair trade products in the future are highlighted and discussed.

Item type: Article
ID code: 7413
Keywords: theory of planned behaviour, fair trade, consumer decision making, Marketing. Distribution of products
Subjects: Social Sciences > Commerce > Marketing. Distribution of products
Department: Strathclyde Business School > Marketing
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 19 Jan 2009 15:52
    Last modified: 16 Jul 2013 20:41
    URI: http://strathprints.strath.ac.uk/id/eprint/7413

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