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        Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries

        Author
        Yamoah, Fred
        Fearne, Andrew
        Duffy, Rachel
        Petrovici, Dan
        Attention
        2299/16696
        Abstract
        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 insights the paper draws on the analysis of supermarket data to establish the relationships between sales and marketing factors such as price, distribution and promotion. The paper demonstrates that increasing fairtrade retail sales growth is attributable to widened distribution and prevalent price increases. Thus, fairtrade commodity producers may not be guaranteed a ready market access in the UK in the medium to long term if the mainstreaming strategy is not reconsidered
        Publication date
        2013-05-14
        Published in
        Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities
        Other links
        http://hdl.handle.net/2299/16696
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