Consumer

Becchetti, L., & Huybrechts, B. (2008). The dynamics of fair trade as a mixed-form market. Journal of Business Ethics, 81(4), 733.

This article analyses the Fair Trade sector as a "mixed-form market," i.e., a market in which different types of players (in this case, nonprofit, co-operative and for-profit organizations) coexist and compete. The purposes of this article are (1) to understand the factors that have led Fair Trade to become a mixed-form market and (2) to propose some trails to understand the market dynamics that result from the interactions between the different types of players. We start by defining briefly Fair Trade, its different dimensions (including the "fair" quality of the products) and its organizational landscape, focusing on the distinction between the pioneer "Alternative Trading Organizations" and the second-mover companies. Then, we recall the theoretical emergence factors for each type of organization (nonprofit, co-operative and for-profit) and apply these emergence factors to the context of Fair Trade. This analysis allows us to capture the specificities of each type of operator with regard to Fair Trade and, thus, to have a better understanding of the dynamics in the sector. Such dynamics includes competition, but also conflict and partnership. Our analysis includes elements on ethical imitation, consumers' behaviors, effects on welfare and the role of the government. (Beccheti and all., 2008)

D'Astous, A., & Mathieu, S. (2008). Inciting consumers to buy fairly-traded products: A field experiment. The Journal of Consumer Marketing, 25(3), 149.

Research on fairly-traded products has shown that changing consumers' attitudes may not be the best strategy to bring consumers to purchase these products. The objective of this study is to examine a different, non-cognitive approach based on the utilization of behavioral influence strategies. A field experiment was conducted involving 168 consumers. The experiment took place in the context of a commercial stand in which fairly-traded products such as coffee, sugar, chocolate, and so on, were sold. Three factors were manipulated: the concreteness of the information provided to visitors; the provision of information about the popularity of fairly-traded products among relevant others; and the possibility of receiving concrete feedback from a producer. The paper provides useful information on how to influence consumers' attitudes to purchasing fairly-traded products. [PUBLICATION ABSTRACT]

D'Astous, A., & Mathieu, S. (2008). Inciting consumers to buy fairly-traded products: A field experiment. The Journal of Consumer Marketing, 25(3), 149.

Research on fairly-traded products has shown that changing consumers' attitudes may not be the best strategy to bring consumers to purchase these products. The objective of this study is to examine a different, non-cognitive approach based on the utilization of behavioral influence strategies. A field experiment was conducted involving 168 consumers. The experiment took place in the context of a commercial stand in which fairly-traded products such as coffee, sugar, chocolate, and so on, were sold. Three factors were manipulated: the concreteness of the information provided to visitors; the provision of information about the popularity of fairly-traded products among relevant others; and the possibility of receiving concrete feedback from a producer. The paper provides useful information on how to influence consumers' attitudes to purchasing fairly-traded products. [PUBLICATION ABSTRACT]

Grolleau, G., & BenAbid, S. (2001). Fair trading in markets for credence goods: An analysis applied to agri-food products. Intereconomics, 36(4), 208.

Many consumers prefer agri-food products to be differentiated according to origin, to be produced in an environmentally friendly and ethical process, and to be free of genetically modified organisms. Consumer concern about food quality issues has been increasing in Europe recently as a result of the series of food safety crises and the on-going debate on genetically engineered food products. The characteristics of a good which interest consumers in this connection cannot be directly ascertained by them, however. Credible mechanisms are required for monitoring these "credence characteristics" and signalling the results to consumers. The public authorities have an important role to play in this regard. (Grolleau and all., 2001)

Jacques, J., Jauzion, C., & Queniart, A. (2006). Fair trade: A consumer's method of transformation. [Le commerce equitable: un moteur de transformation chez les consommateurs] Economie Et Solidarites, 37(2), 57-73.

This article discusses the changes that buying & using fair trade & organic products have brought about in sixty or so consumers, interviewed in the context of a qualitative research. The research results show changes in buying habits, including a desire for another form of consumer-producer relationship. We also focus on changes in the criteria consumers' base their purchases on: it seems that price does not come first in their hierarchy of values. Finally, we discuss the impact of purchasing & using fair trade & organic products on these consumers' life styles & on their actual role as consumers. References. Adapted from the source document.