Fair Trade marketing: an exploration through qualitative research

Wright, Len Tiu; Heaton, Simon P.

doi:10.1080/09652540600948019

Cited by 49 publications

(58 citation statements)

References 9 publications

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“…Moore, 2004, Fairtrade Foundation/MORI, 2004, Wright and Heaton, 2006and Nicholls and Opal, 2008. Also, surveys commissioned by the fairtrade industry have suggested little or no differentiation from the typical supermarket shopper (see, TNS CAPI, 2009 andGlobescan, 2009).…”

Section: Discussionmentioning

confidence: 99%

“…Another key observation from the literature is that new segments apart from the traditional AB1 demographic group of well educated individuals between the ages of 35 and 55 (Moore, 2004 andFairtrade Foundation/MORI, 2004), have emerged (Wright andHenson, 2006 andNicholls andOpal, 2008). Some of the later surveys commissioned by the fairtrade industry indicate that fairtrade has attracted a broad section of shoppers cutting across all age and socio-demographic groups (TNS CAPI, 2009 andGlobescan, 2009) and there is little differentiation from UK averages.…”

Section: Fairtrade Shopper Segmentationmentioning

confidence: 99%

“…But the research evidence around the area of fairtrade shopper attributes and segmentation (Golding and Peattite, 2005, Moore, 2004, Fairtrade Foundation/MORI 2004, Wright and Heaton 2006and Nicholls and Opal, 2008 rather reported contrasting characteristics of the fairtrade shopper in the UK.…”

Section: Introductionmentioning

confidence: 99%

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Exploring supermarket loyalty card analysis to identify who buys fairtrade

Yamoah

Fearne

Duffy

2014

The International Review of Retail, Distribution and Consumer R

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The aim of this paper is to show how supermarket loyalty card data from a panel of over 1.7 million shoppers can be analysed to provide behavioural segmentation insights to profile the fairtrade shopper in order to enhance making targeted marketing decisions. The paper demonstrates the huge marketing potential that loyalty card based shopper segmentation can bring to objectively describe who buys fairtrade products, compared to profiling shoppers with claimed/reported behaviour dataset. A pairedsamples t-test is used to test the degree of appeal of fairtrade tea, coffee, chocolate, drinking

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Section: Discussionmentioning

confidence: 99%

Section: Fairtrade Shopper Segmentationmentioning

confidence: 99%

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Exploring supermarket loyalty card analysis to identify who buys fairtrade

Yamoah

Fearne

Duffy

2014

The International Review of Retail, Distribution and Consumer R

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“…Fairtrade research concerning macro issues tends to focus on producer communities, either in terms of marketing (Geiger-Oneto and Arnould 2011) or of economics and governance (Raynolds and Taylor 2004;Smith 2009). Consumption related research tends to focus on individual consumers and their response to Fairtrade offerings, and is dominated by micro-marketing perspectives, such as consumer willingness to pay any price premium involved (Wright and Heaton 2006), albeit in the context of ultimately addressing a set of macromarketing issues, such as social and economic justice for producers as market participants (Geiger-Oneto and Arnould 2011 This accreditation ensures that the promotion of Fairtrade consumption through the mechanism of a Fairtrade Town represents a complex and multi-stakeholder marketing phenomenon. Despite their rapid growth, FTTs' role in promoting and developing Fairtrade consumption remains under-researched.…”

Section: Study Context -Fairtrade Towns (Ftt)mentioning

confidence: 99%

Grounded Theory as a Macromarketing Methodology

Samuel

Peattie

2015

Journal of Macromarketing

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This article details and justifies Grounded Theory as a methodology for researching into significant and emerging macromarketing phenomena, through an exploration of its use to investigate the marketing dynamics of the Fairtrade Towns Movement. The paper describes the research journey undertaken from the initial consideration of Fairtrade Towns as an under-researched and challenging topic, through to the final production of new theory rooted in the reality of the research context. The philosophy and systematic processes that underpin Grounded Theory are explained, along with examples of how the key processes of data collection and analysis were undertaken. The insights generated in this paper demonstrate Grounded Theory as a suitable, yet underused, research approach available to macromarketers. It is revealed as a methodology that can bring rigor and confidence to research into emerging macromarketing themes, and the paper concludes by considering its potential for application in key spheres for future research.

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“…3 Clearly the patina of fair trade paradise, in which happy, dark-skinned farmers supply discerning, white consumers with ethical products (Varul 2009;Wright and Heaton 2006), has lost a bit of its shine in the wake of this controversial decision. In step with its goal of doubling fair trade sales by 2015 by creating an energized and business friendly climate, FTUSA is now attempting to brand and direct the fair trade consumer movement in the United States by claiming symbolic ownership of grassroots efforts to promote fair trade through its sponsorship of Fair Trade Towns and Fair Trade Universities campaigns.…”

Section: Introductionmentioning

confidence: 99%

Fair Trade Towns USA: growing the market within a diverse economy

Lyon

2014

Journal of Political Ecology

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Fair trade is both a movement and a market, and the tension between these two domains reflects an ambiguity at the center of fair trade in the United States, resulting from long-standing debates within the contemporary movement. In practice, this ideological division produces a struggle between companies that offer a small number of fair trade products aside a vast number of conventional items, and those that sell only fair trade certified products. However, it also shapes the experience of on-the-ground fair trade advocacy work. This article uses Gibson-Graham's diverse economies framework to explore three arenas in which this is most clearly evidenced. First, some fair trade advocates are wary of Fair Trade USA's (FTUSA) power and strategies. They are aware that multiple fair trade certification frameworks currently exist; however they aren't always sure which ones are most desirable and why. This confusion can be problematic in Fair Trade Towns (FTT) advocacy work which involves convincing community members, institutions and governments to purchase more fair trade products. Second, in light of FTUSA's strategic marketization of fair trade and the entry of large corporate players into the U.S. fair trade market, fair trade advocates increasingly find themselves in the equivocal position of providing free labor and marketing for large corporations. Third, the efforts of some FTT advocates are stymied by the determined localvores in their community who are more focused on minimizing carbon footprints and supporting local farmers than promoting social justice and environmental stewardship in the developing world. These tensions raise important questions about the scalar politics of alternative markets and diverse economies. Keywords: fair trade, social movements, localism, ethical consumption, Gibson-Graham RésuméLe commerce équitable est à la fois un mouvement et un marché. La tension entre ces deux domaines reflète une ambiguïté au centre du commerce équitable aux États-Unis, résultant de longs débats au sein du mouvement contemporain. Dans la pratique, cette division idéologique conduit à une lutte entre les entreprises qui offrent un petit nombre de produits du commerce équitable ainsi que d'un grand nombre d'éléments classiques, et ceux qui ne vendent que des produits certifiés équitables. Cependant, il façonne aussi l'expérience du travail sur le terrain plaidoyer du commerce équitable. Cet article utilise le cadre des économies diversifiée de Gibson-Graham à explorer trois domaines dans lesquels cela est plus clairement mise en évidence. Tout d'abord, certains défenseurs du commerce équitable se méfient de la puissance et des stratégies de FTUSA (Fair Trade USA). Ils sont conscients que plusieurs cadres de certification du commerce équitable existent actuellement, mais ils ne savent pas toujours quels sont ceux qui sont les plus souhaitables et pourquoi. Cette confusion peut être problématique dans des villes équitables (TTF) ou le travail consiste à convaincre les membres de la communauté, les ins...

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Fair Trade marketing: an exploration through qualitative research

Cited by 49 publications

References 9 publications

Exploring supermarket loyalty card analysis to identify who buys fairtrade

Exploring supermarket loyalty card analysis to identify who buys fairtrade

Grounded Theory as a Macromarketing Methodology

Fair Trade Towns USA: growing the market within a diverse economy

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