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

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 rob...

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Main Author: Fred Amofa Yamoah
Format: Article
Language:English
Published: EconJournals 2014-03-01
Series:International Review of Management and Marketing
Subjects:
Online Access:https://dergipark.org.tr/tr/pub/irmm/issue/32079/355039?publisher=http-www-cag-edu-tr-ilhan-ozturk
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author Fred Amofa Yamoah
author_facet Fred Amofa Yamoah
author_sort Fred Amofa Yamoah
collection DOAJ
description 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.
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spelling doaj.art-3312cc2046bb4e3baa75191ef0b942fc2023-02-15T16:21:37ZengEconJournalsInternational Review of Management and Marketing2146-44052014-03-014113231032An Exploratory Study of Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UKFred Amofa YamoahThe 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.https://dergipark.org.tr/tr/pub/irmm/issue/32079/355039?publisher=http-www-cag-edu-tr-ilhan-ozturkmarketing factors buying behaviour cross-shopping loyalty card data fairtrade
spellingShingle Fred Amofa Yamoah
An Exploratory Study of Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK
International Review of Management and Marketing
marketing factors
buying behaviour
cross-shopping
loyalty card data
fairtrade
title An Exploratory Study of Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK
title_full An Exploratory Study of Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK
title_fullStr An Exploratory Study of Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK
title_full_unstemmed An Exploratory Study of Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK
title_short An Exploratory Study of Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK
title_sort exploratory study of marketing factors influencing fairtrade food buying behaviour in the uk
topic marketing factors
buying behaviour
cross-shopping
loyalty card data
fairtrade
url https://dergipark.org.tr/tr/pub/irmm/issue/32079/355039?publisher=http-www-cag-edu-tr-ilhan-ozturk
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