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dc.contributor.authorYamoah, Fred
dc.date.accessioned2017-04-04T17:24:20Z
dc.date.available2017-04-04T17:24:20Z
dc.date.issued2014
dc.identifier.citationYamoah , F 2014 , ' Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK ' , International Review of Management and Marketing , vol. 4 , no. 1 , pp. 13-23 .
dc.identifier.issn2146-4405
dc.identifier.otherPURE: 9314746
dc.identifier.otherPURE UUID: 7ddf56d7-379c-4032-9d0d-60b04b7d37ba
dc.identifier.urihttp://hdl.handle.net/2299/17781
dc.descriptionThis Journal is licensed under a Creative Commons Attribution 4.0 International License. This licence allows authors to use all articles, data sets, graphics and appendices in data mining applications, search engines, web sites, blogs and other platforms by providing appropriate reference. The journal allows the author(s) to hold the copyright without restrictions and will retain publishing rights without restrictions. Fred A. Yamoah, 'An Exploratory Study of Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK', International Review of Management and Marketing, Vol. 4 (1), pp. 13-23, 2014, https://www.econjournals.com/index.php/irmm/article/view/630/pdf
dc.description.abstractThe phenomenal growth of the fairtrade industry has attracted increased research interest but little is known as to what marketing factors drive fairtrade retail sales. This gap has profound implications for fairtrade marketing research and the future of the fairtrade industry. To provide a more robust and objective insight this paper draws on the analysis of supermarket loyalty card dataset of 1.7 million fairtrade shoppers to establish the influence of price, promotion and distribution on fairtrade retail sales. Insights from the results show the lack of cross shopping pattern among fairtrade food product shoppers. The results also indicate that the increasing fairtrade retail sales growth is not shopper demand driven but predominately attributable to widened distribution and price increases. The findings of the study offer insights to fairtrade marketing researchers and strategic direction for managers working to ensure that fairtrade thrives as an ethical consumer driven industry.en
dc.format.extent13
dc.language.isoeng
dc.relation.ispartofInternational Review of Management and Marketing
dc.subjectmarketing factors
dc.subjectbuying behaviour
dc.subjectcross-shopping
dc.subjectloyalty card data
dc.subjectfairtrade
dc.titleMarketing Factors Influencing Fairtrade Food Buying Behaviour in the UKen
dc.contributor.institutionHertfordshire Business School
dc.description.statusPeer reviewed
rioxxterms.versionVoR
rioxxterms.typeJournal Article/Review
herts.preservation.rarelyaccessedtrue


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