Access the full text.
Sign up today, get DeepDyve free for 14 days.
M. McEachern, P. McClean (2002)
Organic purchasing motivations and attitudes: are they ethical?International Journal of Consumer Studies, 26
C. Strong (1996)
Features contributing to the growth of ethical consumerism ‐ a preliminary investigationMarketing Intelligence & Planning, 14
John Martilla, J. James (1977)
Importance-Performance AnalysisJournal of Marketing, 41
Matthew Adams, J. Raisborough (2010)
Making a difference: ethical consumption and the everyday.The British journal of sociology, 61 2
C. Barnett, P. Cloke, N. Clarke, A. Malpass (2005)
Consuming Ethics: Articulating the Subjects and Spaces of Ethical ConsumptionAntipode, 37
D. Shaw, E. Shiu (2003)
Ethics in consumer choice: a multivariate modelling approachEuropean Journal of Marketing, 37
M. Loureiro, Justus Lotade (2005)
Do fair trade and eco-labels in coffee wake up the consumer conscience?Ecological Economics, 53
C. Bacon, V. Méndez, María Gómez, Douglas Stuart, Sandro Flores (2008)
Are Sustainable Coffee Certifications Enough to Secure Farmer Livelihoods? The Millenium Development Goals and Nicaragua's Fair Trade CooperativesGlobalizations, 5
(The) Co‐operative Bank UK
Ethical Consumerism Report 2008
C.M. Hall
Blending coffee and Fair Trade hospitality
FLO
Fairtrade Labelling Organizations International Facts and Figures
G. Harper, Aikaterini Makatouni (2002)
Consumer perception of organic food production and farm animal welfareBritish Food Journal, 104
C. Saunders, A. Barber, Gregory Taylor (2006)
Food miles - comparative energy / emissions performance of New Zealand's agriculture industry
J. Keyt, U. Yavas, G. Riecken (1994)
Importance‐Performance Analysis: : A Case Study in Restaurant PositioningInternational Journal of Retail & Distribution Management, 22
M. Carrigan, A. Attalla (2001)
The myth of the ethical consumer – do ethics matter in purchase behaviour?Journal of Consumer Marketing, 18
D. MacLaurin, T. Maclaurin (2000)
Customer Perceptions of Singapore's Theme RestaurantsCornell Hotel and Restaurant Administration Quarterly, 41
K. Bird, D. Hughes (1997)
Ethical Consumerism: The Case Of “Fairly–Traded” CoffeeBusiness Ethics: A European Review, 6
C. Getz, A. Shreck (2006)
What organic and Fair Trade labels do not tell us: towards a place‐based understanding of certificationInternational Journal of Consumer Studies, 30
Iris Vermeir, W. Verbeke (2006)
Sustainable Food Consumption: Exploring the Consumer “Attitude – Behavioral Intention” GapJournal of Agricultural and Environmental Ethics, 19
M. Levi, April Linton (2003)
Fair Trade: A Cup at a Time?Politics & Society, 31
Juan Meng, K. Elliott (2008)
Predictors of relationship quality for luxury restaurantsJournal of Retailing and Consumer Services, 15
A. Nicholls, Charlotte Opal (2005)
Fair Trade: Market-Driven Ethical Consumption
O. Maietta
The hedonic price of fair trade coffee for the Italian consumer
M. Schröder, M. McEachern (2004)
Consumer value conflicts surrounding ethical food purchase decisions: a focus on animal welfareInternational Journal of Consumer Studies, 28
J. Gilmore, Joe Pine (1998)
Welcome to the experience economy.Harvard business review, 76 4
Charles Simpson, Anita Rapone (2000)
Community Development From The Ground Up: Social-Justice Coffee
R. Cowe, S. Williams
Who are the ethical consumers?
Michael Lee, J. Motion, D. Conroy (2009)
Anti-consumption and brand avoidanceJournal of Business Research, 62
P. Pelsmacker, L. Driesen, G. Rayp (2005)
Do Consumers Care about Ethics? Willingness to Pay for Fair‐Trade CoffeeJournal of Consumer Affairs, 39
M. Carrigan, Isabelle Szmigin, Joanne Wright (2004)
Shopping for a better world? An interpretive study of the potential for ethical consumption within the older marketJournal of Consumer Marketing, 21
K. Gregor
Fair Trade products sell well in NZ
Laura Raynolds (2002)
Consumer/Producer Links in Fair Trade Coffee NetworksSociologia Ruralis, 42
Mara Fridell, Ian Hudson, M. Hudson (2008)
With Friends Like These: The Corporate Response to Fair Trade CoffeeReview of Radical Political Economics, 40
D. Reinstein, J. Song (2008)
Ecient Consumer Altruism: Application to Fair Trade
D. Mcadam (1982)
Political Process and the Development of Black Insurgency, 1930-1970
S. Whatmore (2002)
Hybrid Geographies: Natures Cultures Spaces
Fairtrade Foundation
Facts and Figures on Fairtrade
J. Guthman (2004)
Agrarian Dreams: The Paradox of Organic Farming in California
Michael Etgar (2008)
A descriptive model of the consumer co-production processJournal of the Academy of Marketing Science, 36
R. Lusch, S. Vargo (2006)
Service-dominant logic: reactions, reflections and refinementsMarketing Theory, 6
C. Eubanks
It's more than fair
K. Macdonald (2007)
Globalising justice within coffee supply chains? Fair Trade, Starbucks and the transformation of supply chain governanceThird World Quarterly, 28
Purpose – The presence of fair trade coffee in cafés may help in strategic positioning and market differentiation. This paper aims to explore the extent to which this is evident for café customers. Design/methodology/approach – Customers were surveyed on their perceptions of café and coffee attributes including taste, price and store atmosphere. Respondents were analysed by knowledge of the concept of fair trade, and by frequency and place of purchase. Findings – The study finds that nearly half of respondents claimed moderate self‐assessed knowledge, although objective knowledge was lower. More knowledgeable customers cared more for fair trade products and for café atmosphere, of which fair trade promotional material plays a part. Customers stated they expected to pay more for fair trade coffee, although on average not as much as current margins require. When exposed to more information about fair trade, stated price premium support increased, but coffee taste expectations worsened. Practical implications – Promoting fair trade coffee can help distinguish and position cafés, but not as much as was expected. Customer beliefs about the provision of fair trade products appear to have a stronger influence on their choices than actuality. Originality/value – The paper contributes to understanding customer motives for purchasing fair trade coffee, particularly in the context of cafés/coffee houses, and for their patronage.
Journal of Consumer Marketing – Emerald Publishing
Published: Nov 1, 2011
Keywords: Fair trade; Coffee; Cafe; Atmosphere; Consumer knowledge; New Zealand; Individual perception
Read and print from thousands of top scholarly journals.
Already have an account? Log in
Bookmark this article. You can see your Bookmarks on your DeepDyve Library.
To save an article, log in first, or sign up for a DeepDyve account if you don’t already have one.
Copy and paste the desired citation format or use the link below to download a file formatted for EndNote
Access the full text.
Sign up today, get DeepDyve free for 14 days.
All DeepDyve websites use cookies to improve your online experience. They were placed on your computer when you launched this website. You can change your cookie settings through your browser.