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| Author: | Cailleba, P. Casteran, H. |
| Title: | Do ethical values work? A quantitative study of the impact of fair trade coffee on consumer behavior |
| Journal: | Journal of Business Ethics
2010 : DEC III, VOL. 97:4, p. 613-624 |
| Index terms: | France fair trading coffee industry markets consumer behaviour consumer satisfaction brands loyalty ethics |
| Freeterms: | values satisfaction-profit chain quantitative techniques |
| Language: | eng |
| Abstract: | Aiming to identify some general features of fair trade (FT) consumers, this study explores the large French fair trade (FT) market and the importance of FT coffee within it. Based on more than 7,500 transactions, determined is also the impact of FT characteristics on customer behaviour. The main result is somewhat surprising: FT coffee purchases appear to involve a temporary commitment as FT coffee consumers seem less loyal than traditional coffee consumers. |
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