Fairtrade consumer behaviour does not follow the same pattern as mainstream since it entails appeals to the consumers ‘conscience. This research conceptualises the dynamics of consumer behaviour in the context of Fairtrade utilising the grounded theory methodology. Fifty three in-depth interviews were conducted and sixteen consumers were observed in a real retail environment. The sample was collected from an eclectic mix of consumers from disparate backgrounds. The initial findings show that some consumers are willing to behave hedonic way, accepting guilt later, whereas some consumers prefer to wait for the Fairtrade product to become available and accessible and as a result go without buying a non-Fairtrade product. This research develope...
Sales promotion techniques are instruments that seek to increase sales of products and brands, usual...
This article employs a practice–theoretical approach in order to explore how preferences towards Fai...
The study aims to enrich the knowledge on the consumer’s decision-making process towards fair-trade ...
Ethical consumer behaviour is subject to change. Consumer segmentation has, previously, conformed to...
Fairtrade is a trading partnership which contributes to sustainable development by offering better c...
The purpose of this study was to investigate the antecedents and reinforcements of fairtrade purchas...
Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what mo...
Delay discounting is often considered a universal feature of human choice behavior, but there is con...
Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what mo...
Prior research has emphasized remarkable differences between consumers intentions to consume ethical...
This study considers fair-trade as a collaborative strategy of dealing with the wicked problem of ap...
The phenomenal growth of the fairtrade industry has attracted increased research interest but little...
© 2017, © The Author(s) 2017. This study considers fair-trade as a collaborative strategy of deali...
Sales promotion techniques are instruments that seek to increase sales of products and brands, usual...
This study considers fair-trade as a collaborative strategy of dealing with the wicked problem of ap...
Sales promotion techniques are instruments that seek to increase sales of products and brands, usual...
This article employs a practice–theoretical approach in order to explore how preferences towards Fai...
The study aims to enrich the knowledge on the consumer’s decision-making process towards fair-trade ...
Ethical consumer behaviour is subject to change. Consumer segmentation has, previously, conformed to...
Fairtrade is a trading partnership which contributes to sustainable development by offering better c...
The purpose of this study was to investigate the antecedents and reinforcements of fairtrade purchas...
Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what mo...
Delay discounting is often considered a universal feature of human choice behavior, but there is con...
Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what mo...
Prior research has emphasized remarkable differences between consumers intentions to consume ethical...
This study considers fair-trade as a collaborative strategy of dealing with the wicked problem of ap...
The phenomenal growth of the fairtrade industry has attracted increased research interest but little...
© 2017, © The Author(s) 2017. This study considers fair-trade as a collaborative strategy of deali...
Sales promotion techniques are instruments that seek to increase sales of products and brands, usual...
This study considers fair-trade as a collaborative strategy of dealing with the wicked problem of ap...
Sales promotion techniques are instruments that seek to increase sales of products and brands, usual...
This article employs a practice–theoretical approach in order to explore how preferences towards Fai...
The study aims to enrich the knowledge on the consumer’s decision-making process towards fair-trade ...