Getting the message across: the importance of information in Fair Trade marketing

R. Schleenbecker; U. Hamm

Getting the message across: the importance of information in Fair Trade marketing

In: The ethics of consumption

Authors:

R. Schleenbecker

R. Schleenbecker Organic Agricultural Sciences, Department of Agricultural and Food Marketing, University of Kassel, Steinstr.19, 37213 Witzenhausen, Germany; r.schleenbecker@uni-kassel.de

Search for other papers by R. Schleenbecker in
Current site
Google Scholar
PubMed

and

U. Hamm

U. Hamm Organic Agricultural Sciences, Department of Agricultural and Food Marketing, University of Kassel, Steinstr.19, 37213 Witzenhausen, Germany; r.schleenbecker@uni-kassel.de

Search for other papers by U. Hamm in
Current site
Google Scholar
PubMed

Type:: Chapter

Pages:: 189–194

DOI:: https://doi.org/10.3920/9789086867844_032

Purchase instant access (PDF download and unlimited online access):

€42.00€35.00 excl. VAT

Add to Cart

Redeem Access Token

Consumers are confronted with information asymmetry in products from Fair Trade since they are unable to check whether the promised product quality is adhered. Therefore, information on the product is crucial, but on the other hand, extent and content of consumers’ expectation towards that information is unknown. Therefore, the focus of this survey is on consumers’ information search when purchasing a Fair Trade product. A mixed methods approach was applied: Focus group discussions and Information Display Matrix experiments were performed in order to gain insights into consumers’ information preferences and decision making in the case of Fair Trade products. A complementary questionnaire was conducted. Results show that participants search for information quite extensively, with an emphasis on the Fair Trade label, but also information on price, production method and further ethical criteria are important.

Citation Info

Save
Cite
Email this content

Share link with colleague or librarian

You can email a link to this page to a colleague or librarian:
Email this content
or copy the link directly:

https://brill.edhh.ma/abstract/book/9789086867844/BP000032.xml
The link was not copied. Your current browser may not support copying via this button.

Link copied successfully

Collapse
Expand

The ethics of consumption

The citizen, the market, and the law

E-Book ISBN:: 9789086867844

Publisher:: Wageningen Academic

Print Publication Date:: 01 Nov 2013

Subjects
- Life Sciences

Metrics

	All Time	Past 365 days	Past 30 Days
Abstract Views	101	46	20
Full Text Views	2	0	0
PDF Views & Downloads	2	0	0

African Studies	Education	Media Studies
American Studies	History	Middle East and Islamic Studies
Ancient Near East and Egypt	Human Rights and Humanitarian Law	Musicology
Art History	International Law	Philosophy
Asian Studies	International Relations	Religious Studies
Biblical Studies	Jewish Studies	Slavic and Eurasian Studies
Biology	Languages and Linguistics	Social Sciences
Book History and Cartography	Life Sciences	Theology and World Christianity
Classical Studies	Literature and Cultural Studies

Subjects

Authors

Open Access

Product Information

Company

Contact

Getting the message across: the importance of information in Fair Trade marketing

Citation Info

Share link with colleague or librarian

The ethics of consumption

The citizen, the market, and the law

Table of Contents

Metrics

Metrics