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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Format: | Article |
Language: | English |
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EconJournals
2014-03-01
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Series: | International Review of Management and Marketing |
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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. |
first_indexed | 2024-04-10T10:20:53Z |
format | Article |
id | doaj.art-3312cc2046bb4e3baa75191ef0b942fc |
institution | Directory Open Access Journal |
issn | 2146-4405 |
language | English |
last_indexed | 2024-04-10T10:20:53Z |
publishDate | 2014-03-01 |
publisher | EconJournals |
record_format | Article |
series | International Review of Management and Marketing |
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 |
work_keys_str_mv | AT fredamofayamoah anexploratorystudyofmarketingfactorsinfluencingfairtradefoodbuyingbehaviourintheuk AT fredamofayamoah exploratorystudyofmarketingfactorsinfluencingfairtradefoodbuyingbehaviourintheuk |