Why do Belgian consumers buy fair trade products... and why not?

By Maxime Dessy

Scientific Essay from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, grade: 15/20, University of Aarhus, course: Economie / Marketing, Communication d'entreprise, CRM (GRC), Analyse de march , language: English, abstract: This essay tries to identify (using a marketing mix approach of Fair Trade products) the main determinants driving customers to choose fair trade products rather than their free trade equivalents. It also highlights the major difficulties encountered by companies active in the fair trade market while trying to inform consumers and to influence their buying behaviour. On that basis, this paper proposes several solutions in order to ameliorate the Fair Trade marketing offer. Arguments and critics included in this essay are supported by recent scientific researches in the Fair Trade marketing area.

• Format: Paperback
• Language: English
• ISBN: 3640567595
• ISBN13: 9783640567591
• Release Date: March 2010
• Publisher: Grin Verlag
• Length: 22 Pages
• Weight: 0.09 lbs.
• Dimensions: 0.1" x 5.8" x 8.3"