Do Ethical Values Work? A Quantitative Study of the Impact of Fair Trade Coffee on Consumer Behavior

Journal of Business Ethics 97 (4):613 - 624 (2010)
Abstract
This study investigates the large French fair trade (FT) market and the importance of FT coffee within it, in an attempt to identify some general features of FT consumers. On the basis of 7,587 transactions, the authors abo determine the impact of FT characteristics on customer behavior. The main result is somewhat surprising: FT coffee purchases seem to involve a temporary commitment as FT coffee consumers appear less loyal than traditional coffee consumers. The authors derive some business and academic implications
Keywords Fair Trade  coffee  consumer  France  retail  quantitative analysis  brand loyalty  satisfaction–profit chain
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Sarah A. Bigney, Mark Haggerty & Stephanie A. Welcomer (2010). Fair Trade's Sustainability. Proceedings of the International Association for Business and Society 21:158-162.
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