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| Tekijä: | Bondy, T. Talwar, V. |
| Otsikko: | Through thick and thin: how fair trade consumers have reacted to the global economic recession |
| Lehti: | Journal of Business Ethics
2011 : JUL I, VOL. 101:3, p. 365-383 |
| Asiasana: | consumer behaviour consumption recession fair trading Canada United Kingdom USA |
| Vapaa asiasana: | cross-country analysis |
| Kieli: | eng |
| Tiivistelmä: | This study explores the effects of recessionary economic conditions on fair trade consumers' purchasing behaviour. Using an online survey consisting of over 300 fair trade consumers from Canada, the United Kingdom (U.K.) and the United States of America (U.S.), there is found a discrepancy among fair trade consumers as only consumers purchasing fair trade on an occasional basis adhered to established consumer behaviour norms. Respondents actively consuming fair trade generally remained loyal to their purchase. While some active consumers altered their purchasing behaviour, this phenomenon was not common amongst this group as no statistically significant changes were encountered. In addition, differences were found among the three countries as the Canadian and U.S. fair trade consumers notably decreased their consumption of fair trade as a result of the recession, while the U.K. consumers did not. |
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