The Library
Purchase decision‐making in fair trade and the ethical purchase ‘gap’ : ‘is there a fair trade twix?’
Tools
Nicholls, Alex and Lee, Nick (2006) Purchase decision‐making in fair trade and the ethical purchase ‘gap’ : ‘is there a fair trade twix?’. Journal of Strategic Marketing, 14 (4). pp. 369-386. doi:10.1080/09652540600956384 ISSN 0965-254X.
Research output not available from this repository.
Request-a-Copy directly from author or use local Library Get it For Me service.
Official URL: http://dx.doi.org/10.1080/09652540600956384
Abstract
Children are increasingly being recognised 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 behaviour. Such an approach would both capture more of the children's primary market and influence future purchase behaviour. 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.
Item Type: | Journal Article | ||||
---|---|---|---|---|---|
Divisions: | Faculty of Social Sciences > Warwick Business School > Marketing Group Faculty of Social Sciences > Warwick Business School |
||||
Journal or Publication Title: | Journal of Strategic Marketing | ||||
Publisher: | Routledge | ||||
ISSN: | 0965-254X | ||||
Official Date: | 2006 | ||||
Dates: |
|
||||
Volume: | 14 | ||||
Number: | 4 | ||||
Page Range: | pp. 369-386 | ||||
DOI: | 10.1080/09652540600956384 | ||||
Status: | Peer Reviewed | ||||
Publication Status: | Published | ||||
Access rights to Published version: | Restricted or Subscription Access |
Request changes or add full text files to a record
Repository staff actions (login required)
View Item |