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Factors influencing consumer behaviour towards FairTrade products: A quantitative study on the German and Dutch consumer
University West, Department of Economics and IT, Division of Business Administration.
University West, Department of Economics and IT, Division of Business Administration.
2014 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

Few European studies are available concerning consumer behaviour towards Fair Trade products. Comparative studies are even more limited in this research area. Moreover most of the available studies stick to one Fair Trade product, namely Fair Trade coffee. The strength of this study is that it focuses on different Fair Trade products. Furthermore this study tries to fill this gap in research by comparing German and Dutch consumer behaviour towards Fair Trade products. In a survey with 112 German and 96 Dutch consumers, demographic factors (gender, age, income, and education) and marketing factors (customer needs, cost to the user, convenience, and communication) were studied. First the demographic and marketing factors in general were studied, after that the differences in factors influencing German and Dutch consumers were studied. Based on previous studies, it was expected that age was not of influence, that high educated consumers and those with a high income are more likely to be Fair Trade consumers, and that women buy more Fair Trade products than men. Regarding to the marketing factors, it was expected that the cost to the user and the convenience of Fair Trade products had a negative influence on consumers. Furthermore it was expected that customer needs were positively related towards Fair Trade products and that communication could be of either positive or negative influence on consumer behaviour towards Fair Trade products.

Based on the data collection the empirical findings were drafted. After analysing the data it was found that elderly people, women, and people with a high income are more likely to be Fair Trade consumers than young people, men, and people with a low income. Furthermore, regarding the marketing factors, it was found that a high price of Fair Trade products is the most important reason for consumers not to buy Fair Trade products. The poorer availability, little knowledge about Fair Trade, and the routine of buying non-Fair Trade products are also important reasons for not buying Fair Trade products. The most important reason for buying Fair Trade products is to aid producers in developing countries. Based on the findings chocolate/cocoa is the product that was bought by most consumers.

The most important conclusions about the difference in factors influencing German and Dutch consumers are that German consumers are less sensitive to the high price of Fair Trade products and that they generally think more positive about the quality of Fair Trade products than Dutch consumers. Furthermore it was interesting to see that German consumers buy much more Fair Trade coffee than Dutch consumers do, but chocolate/cocoa is among both nationalities the product that was bought by most consumers

Place, publisher, year, edition, pages
2014. , 64 p.
Keyword [sv]
Konsumentbeteende, Fair trade
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hv:diva-6463Local ID: EXD951OAI: oai:DiVA.org:hv-6463DiVA: diva2:733088
Subject / course
Business administration
Educational program
International Business
Supervisors
Examiners
Available from: 2014-07-08 Created: 2014-07-08 Last updated: 2015-09-15Bibliographically approved

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Citation style
  • apa
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Language
  • de-DE
  • en-GB
  • en-US
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  • nn-NO
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