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Consumer perception of fair trade: a cross-cultural study

Consumer perception of fair trade: a cross-cultural study The term of fair trade basically explains the fair exchange of goods and money between producer and consumer without ignoring the quality and price balance. The fair trade concept gains an importance by globalisation; the basic idea is to protect local production. The most well-known fair trade products are the agro-cultural ones like coffee, cacao and cotton, which are usually produced in special climate habitats but consumed all over the world. The fair payment to the producers usually causes a price increase of the fair trade products compared to the market averages. In this situation, the consumer response to the product, brand and the companies' fair trade applications gains another importance. The price elasticity of the product and the consumer perception may depend on many factors. The aim of this study is to see the major knowledge and perception differences of Turkish and Austrian consumers towards fair trade products and brands. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Innovation and Sustainable Development Inderscience Publishers

Consumer perception of fair trade: a cross-cultural study

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Publisher
Inderscience Publishers
Copyright
Copyright © Inderscience Enterprises Ltd. All rights reserved
ISSN
1740-8822
eISSN
1740-8830
DOI
10.1504/IJISD.2010.034555
Publisher site
See Article on Publisher Site

Abstract

The term of fair trade basically explains the fair exchange of goods and money between producer and consumer without ignoring the quality and price balance. The fair trade concept gains an importance by globalisation; the basic idea is to protect local production. The most well-known fair trade products are the agro-cultural ones like coffee, cacao and cotton, which are usually produced in special climate habitats but consumed all over the world. The fair payment to the producers usually causes a price increase of the fair trade products compared to the market averages. In this situation, the consumer response to the product, brand and the companies' fair trade applications gains another importance. The price elasticity of the product and the consumer perception may depend on many factors. The aim of this study is to see the major knowledge and perception differences of Turkish and Austrian consumers towards fair trade products and brands.

Journal

International Journal of Innovation and Sustainable DevelopmentInderscience Publishers

Published: Jan 1, 2010

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