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Browsing by Author "Duffy, Rachel"
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Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries
Yamoah, Fred; Fearne, Andrew; Duffy, Rachel; Petrovici, Dan (2013-05-14)Fairtrade has received considerable research attention but little is known about marketing factors driving sales and its potential implications for sustained market access for commodity producers. To provide objective ... -
Exploring supermarket loyalty card analysis to identify who buys fairtrade
Yamoah, Fred; Fearne, Andrew; Duffy, Rachel (2014-03-04)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 insights to profile the fairtrade shopper in order to enhance making targeted marketing ... -
Fairtrade Buying Behaviour : We know what they think, but do we know what they do?
Yamoah, Fred; Fearne, Andrew; Duffy, Rachel; Petrovici, Dan (University of Kent, 2013-01)Emerging global discussions on ethical consumerism has boosted academic interest in fairtrade but little is known as to what marketing factors drive fairtrade retail sales. This gap has profound implications for marketing ... -
Towards a framework for understanding Fairtrade purchase intention in the mainstream environment of supermarkets
Yamoah, Fred; Duffy, Rachel; Petrovici, Dan; Fearne, Andrew (2016-06-01)Despite growing interest in ethical consumer behaviour research, ambiguity remains regarding what motivates consumers to buy ethical products. While researchers largely attribute the growth of ethical consumerism to an ...