| http-equiv="Content-Type" content="text/html; | | | | consumers and thus is specifically relevant to the |
| charset=utf-8"> | | | | current study. (Patton, 2002) |
| Introduction | | | | The study applied an easy investigational design where |
| While prosperous consumers in wealthy countries pay | | | | two different versions of a survey were at random |
| quite a few dollars for a cup of coffee at store such | | | | given to participants, and thus, crafting a control and |
| as Starbucks, some millions of small scale coffee | | | | also an experimental cluster. The difference among |
| farmers are struggle since prices for coffee bean | | | | the surveys was the exclusion or inclusion of |
| have tumbled to extraordinary lows. This juxtaposition | | | | anti-coffee roasters information at the start of the |
| of the stylish coffee explosion and rock-bottom raw | | | | survey. The coffee roasters information entailed of |
| coffee prices has stricken market criticism as | | | | allegations of unfair trade labour practices |
| compelling proof of injustice and also exploitation. The | | | | procurements of coffee bean by roasters from |
| critics are blaming multinational coffee roasters and the | | | | farmers in Latin America and Asia. The company was |
| retailers for making profits at the expense of poor | | | | selected because of its prominence in the question. |
| farmers. The consumer are critics are proposing | | | | (Patton, 2002) |
| several scheme which, includes fair trade | | | | One part of the survey had a succession of |
| coffee, using of fresh quality standards in restricting | | | | statements applying a five-point Likert scale to |
| imports, and returning to political control of coffee | | | | measure responses, varying from 1 to 5 (with higher |
| export, so as to help coffee farmers through pulling up | | | | numerals showing high levels of agreement). The other |
| coffee bean prices. | | | | section of the survey asked if the participants had |
| This proposed research will explore the basis of | | | | heard of coffee roasters unfair trade coffee and if the |
| consumer attitudes towards fair-trade coffee when it | | | | buy coffee at these roasters or whether they will |
| is found unfair. This research will draw from the | | | | continue buying coffee at the roasters. Each |
| findings and implications of previous performed | | | | investigation started with questions connected to |
| research and data to provide clarity to the underlying | | | | demography (age and gender) and ended with a |
| factors of: | | | | succession of open-ended queries where participants |
| | | | can remark on the matters raised and also on the |
| Problem Statement | | | | study itself. (Patton, 2002) |
| Fair Trade coffee labelling has offered a sign of | | | | Results |
| standards which relates to material coffee flavour, | | | | Attitudes |
| however has more than all linked the social | | | | Two of the 10 questions concerning attitudes exposed |
| relationships of consumption and production in the | | | | major differences among the cluster which received |
| qualities of the coffee. It creates the representation of | | | | anti- coffee roasters information and the cluster which |
| an evaluation of coffee chain relations among farmers, | | | | did not receive any information (Table 1). Some of the |
| the producers, the retailers and the consumers into the | | | | statements were, When I think of the |
| materialism of the collection of coffee, with the fair | | | | Manner in which companies exploit farmers, I get |
| trade coffee imputing a relationship amid the lives | | | | frustrated and annoyed. |
| of low-earner farmers and the prosperous consumers | | | | |
| De Pelsmacker and Glenn (2005) However, introducing | | | | Behaviour |
| the fair trade coffee, labelled as been observed by | | | | Just one statement connecting to actual behaviour |
| other experts and a way for coffee roasters to hide | | | | exposed a major difference among the two clusters ( |
| behind the scenes as the farmers are still not well | | | | Table 2). The cluster which did not get the anti- coffee |
| compensated in terms of their sale, Uusitalo and | | | | roasters information had a considerably high level of |
| Oksanen (2003). This issue has continued to draw | | | | concurrence with the statement, Consumers ought |
| debate on how the consumer behaviour are affected | | | | to pay extra for products which are produced through |
| in knowing that in deed the fair traded labelled | | | | unfair trade practices. |
| coffee is truly not fair- traded | | | | Participants were asked also to point out if they would |
| There is indelible evidence about retailers and | | | | buy coffee roasters products infuture. Across all |
| producers who are selling unfairly traded coffee as fair | | | | clusters, 68 % of participants specified that they |
| trade coffee by merely labelling it to their consumers. | | | | continued buying the coffee roasters products, while |
| However when consumer find out they react | | | | only 12 % stated that they won’t buy, but 20% |
| differently as this is unethical marketing behaviour. With | | | | were uncertain). |
| increasing number of consumer becoming more | | | | Table 1: Statements measuring attitudes (affect) |
| conscious in ethical marketing, the research will seek to | | | | Statements |
| find out how their attitudes changes in relation o this | | | | No-information |
| issue. This researcher proposes to study the direct | | | | Anti- coffee roasters information |
| relationship consumer behaviour and attitudes towards | | | | Mean deviation |
| retailers after discovery fair trade coffee to be unfair | | | | I am incensed when thinking of the harm done to |
| coffee | | | | farmers by unfair trade |
| | | | 3.78 |
| Purpose of the Study | | | | 4.00 |
| The purpose of this quantitative study is to gain factual | | | | 0.073 |
| information from the consumer to examine how and | | | | When thinking of the manner companies exploit |
| to what extent their consumer attitudes change after | | | | farmers, I get frustrated and annoyed |
| discovery of buying or consuming coffee which is | | | | 3.87 |
| unfairly traded, but sold as fair traded. Prior studies on | | | | 4.12 |
| this subject matter have revealed that when | | | | 0.031* |
| customers become a ware of unethical behaviour of | | | | I think people worry so much about trade practices |
| concerning a product or a company, their behaviour | | | | 3.91 |
| and attitudes changes to an extent. (Dean, 2004) | | | | 3.88 |
| | | | 0.797 |
| Consumer behaviour: | | | | People should not buy coffee produced by unfair trade |
| Consumer behaviour is defined as the study of why | | | | practices |
| people buy, what they buy, when they buy and how | | | | 3.89 |
| the do the buying. This blends various elements from | | | | 3.70 |
| economics, anthropology, socio-psychology, sociology | | | | 0.153 |
| and psychology. In this there is an attempt to | | | | Unfair trade practices do not affect me personally |
| understand the entire decision making process for the | | | | 2.67 |
| buyers both as groups and as individuals. In this there is | | | | 3.61 |
| the study of the individual characteristics of the | | | | 0.001* |
| consumers. They include the psychographics, | | | | *significant at level at 95% confidence interval |
| behavioural variables and demographics. Unless a | | | | Table 2; statements measuring consumer behaviour |
| company carries out research on consumer behaviour, | | | | Statements |
| then there are high chances that the company can fail | | | | No information |
| to meet what the consumers want. (Hoyer and | | | | Cluster mean |
| MacInnis, 2000) | | | | Anti- coffee roasters information. Group mean |
| Fair trade: fair trade or Ethical consumerism identifies | | | | Significance of mean differences |
| the huge amounts of efforts required to obtain | | | | I am ready to stop purchasing coffee from companies |
| information concerning products, in addition to the | | | | with unfair practices |
| usually high prices of ethically-good products, as | | | | 3.43 |
| barriers to make ethical selections. This model of | | | | 3.26 |
| consumerism, just like the start of green | | | | 0.311 |
| consumerism in the past, is becoming to be a more | | | | Consumers should pay more for fair trade products |
| significant principle in Western nations, mostly as | | | | 3.19 |
| international trade raises up (Uusitalo and Oksanen | | | | 282 |
| 2003). | | | | 0.047* |
| | | | I will donate to organizations to improve the conditions |
| Research Question | | | | of farmers |
| The questions designed for this research are: | | | | 2.88 |
| (1) How does consumer behaviours changes when | | | | 3.08 |
| they discover that they are being sold unfair trade | | | | 0.319 |
| instead of fair trade coffee | | | | I will pay more for coffee made by fair trade practices |
| (2) To what degree does consumer attitudes changes | | | | 3.13 |
| when they discover that they are being sold unfair | | | | 3.32 |
| trade instead of fair trade coffee | | | | 0.923 |
| Research Design | | | | I would make a personal sacrifice to halt unfair trading |
| This research was carried out using qualitative | | | | practices |
| research methods. The methods used to get | | | | 3.35 |
| information are through interviewing and through | | | | 3.36 |
| questionnaires, which were designed to get specific | | | | 0.954 |
| information from the respondent. The aim of the | | | | *significant at level at 95% confidence interval |
| research is to find out the change of consumer | | | | Discussion |
| behaviour after finding out they are buying unfair trade | | | | There was barely limited proof to support the first |
| which being sold as fair trade. (Grunert, 1988) | | | | hypothesis while the subsequent hypothesis was |
| | | | mainly supported, amid the exemption of one |
| Methodology | | | | unanticipated outcome. Maybe the first hypothesis did |
| | | | not get support since the unfair trade information is not |
| The research was conducted in the Bolton; the | | | | fresh information for a lot of the respondents. More |
| research was based on 200 consumers who | | | | than a third of participants had really heard specifically |
| consume coffee. The consumer chosen were aware | | | | about the unfair trade coffee campaign. Since this is |
| of the fair trade coffee and unfair trade coffee. For | | | | among many campaigns tackling this issue, it is |
| the sake of keeping the data to managerial size, it was | | | | plausible that lots of more participants would have |
| thought that the research should concentrate basically | | | | gotten some kind of negative information concerning |
| on a small number of the participants. | | | | multinational coffee roasters and dealers. It is possible |
| | | | there would have been major differences supposing |
| Methods of Data Collection | | | | one cluster had completely no prior information of the |
| Standardized questions were prepared and asked to | | | | matter and were thus giving an instant emotional |
| all participants. The questions will be asked to | | | | answer. (Auger, et al, 2003) |
| consumers of coffee. The researcher will carry out | | | | What does this mean for consumers? |
| the interviews. Participants will be required to adhere | | | | The main difficulty with this kind of research, a position |
| to, and sign a confidentiality agreement to alleviate the | | | | that many researchers in this subject have concluded, |
| propensity of identities being revealed. | | | | is that the ethical consumerism can’t be |
| Delimitations | | | | condensed to if a consumers will stay away from an |
| | | | unfair traded (unethical unsound) product. Whether |
| The delimitations of this research effort are the types | | | | consumers do not buy products prepared by use child |
| of Assertive Discipline models that will be used; the | | | | labour, for instance, it does not essentially imply that |
| experiences of the consumer being observed as well | | | | those children in the developing countries will be |
| as the consequences of other factors will delimit the | | | | happier. Hence, besides other factors previously |
| research. | | | | identified, several well-meaning consumers might really |
| | | | consider that boycotting will do further harm than |
| Limitations | | | | buying ethically-unsound items. Consumers might also |
| The limitations of this research include but are not | | | | believe that all coffee producers and roasters employ |
| confined to the consumers and others who will | | | | same unfair trade practices, and consequently believe |
| participate voluntarily in the study, the consumer | | | | that purchasing new brands will not create any |
| standards and predisposed cultural tolerances and | | | | difference. In spite of the findings in this research and |
| allowances. | | | | other previous studies, it is realistic to presume that |
| | | | activist pressure groups and coffee companies will |
| Data Analysis Procedures | | | | carry on increasing information or advertisements |
| Compiled data will be inputted into an Excel | | | | campaigns as two sides try to convince consumers. It |
| Spreadsheet by the researcher along with anecdotal | | | | is most likely that activist pressure groups will just turn |
| notes from the field observations of this study. | | | | into being extra emotionally forceful in their tone of |
| | | | campaigns in an effort to draw out desired reactions. |
| Review | | | | On the same note the targeted companies also will |
| Barnett, et al (2005) conceptualises business ethics as | | | | just as forcefully react to these off-putting campaigns |
| being part of a product growth process, either | | | | with much more advertisements, if not to counteract |
| negatively or positively, and he argues that business | | | | the claims, then least to drown them. (Auger, et al |
| ethics can’t be regarded in isolation away from | | | | 2003) |
| the main products and brands. Nonetheless, the | | | | While consumers continue being exposed to such sort |
| thought of business ethics has barely come on the | | | | of campaigns, it should be anticipated that it will |
| front position during the past decade. Crane (2001) | | | | increasingly become difficult for consumer to settle the |
| notes the analogous amid the phenomenal appearance | | | | divergence messages and sense confident enough to |
| of human rights, environmental and labour activist | | | | make informed decisions. (Spar, and Lane, 2003) |
| associations and the development in ubiquity of | | | | Future Research |
| international brands as from the mid 1990s. De | | | | There are numerous ways for future studies in this |
| Pelsmacker and Glenn (2005) did also discuss the | | | | field of consumerism, one option for further study is to |
| increase of the ethical consumerism and made a | | | | investigate whether a source of negative information, |
| conclusion that even though ethical consumption is not | | | | for example word-of-mouth, or advertising and |
| until now prevalent, there is anti-sentiment which | | | | credibility of the source are significant factors |
| is directed against international brands for being | | | | (Ahluwalia et al. 2000). |
| perceived with unethical behaviour. Uusitalo and | | | | |
| Oksanen (2003) defined ethical consumerism as | | | | Conclusion |
| tackling the social and environmental consequences | | | | Substantial number of previous studies indicate that |
| of global trade. | | | | consumer value the ethical aspect of products, that |
| There exists limited literature on fair trade coffee | | | | they have a positive attitude, however the studies |
| relation to consumer behaviour, however, Literature | | | | show that behavioural patterns of the consumers are |
| review on existing consumer studies suggest that | | | | not univocally consistent with the attitudes. This study |
| though many consumers convey their willingness to | | | | was aimed at determining if negative information |
| pay extra for fair traded manufactured products, just | | | | regarding a company’s trading practices would |
| a small number is presently capable or truly willing to | | | | result in any changes of behaviour and attitudes and . It |
| pay a extra for the products. Thus, though consumers | | | | can cautiously be drawn that the anti- coffee roasters |
| might have an affirmative behaviour and attitude, they | | | | information to consumers did provoke a little |
| are mostly inactive in their function as consumers in | | | | annoyance and frustration; however this is observed |
| relation to supporting fair trade enhancements with | | | | as not adequate to make a consumer change his/ her |
| their existing resources. For instance in the relation to | | | | behaviours. |
| organic products, Shaw et al, (2005) revealed that, a | | | | References |
| positive attitude doesn’t essentially result to the | | | | Ahluwalia, R and Rao U. H (2000): Consumer |
| wished behaviour. In another case provided from a | | | | Response to Negative Publicity: The Moderating Role |
| research about purchasing intents for coffee labelled | | | | of Commitment, Journal of Marketing Research, 37 |
| fair trade, (De Pelsmacker et al., 2003). Even though | | | | (2), 203-214. |
| 11% of the Britain buyers stated that fair-trade is | | | | Auger, P et al (2003): What Will Consumers Pay for |
| very-important, market share of the fair trade coffee | | | | Social Product Features, Journal of Business Ethics, |
| stay put under 1% in England | | | | 42 (3), 281-304, |
| Many previous studies have queried | | | | Barnett, C et al (2005): Consuming Ethics; Articulating |
| consumers’ consciousness of ethical issues | | | | the Subjects and Spaces of Ethical Consumption, |
| (Uusitalo and Oksanen 2004; Corrigan and Attalla | | | | Antipode 37 (1), 23-45 |
| 2001), where consumers considered to be uncertain | | | | Carrigan, M and Attalla, A (2001): The myth of the |
| concerning which items are fairly traded and which | | | | ethical consumer — do ethics matter in |
| one are not. Nevertheless, a study carried out by | | | | purchase behaviour? Journal of Consumer |
| Corrigan and Attalla’s (2001), concluded that, | | | | Marketing, 18 (7), 560-577. |
| unethical trading changes only a small number of | | | | Chisnall, P.M. (1992): Marketing: A Behavioural Analysis, |
| consumers behaviours. As Barnett et al. (2005) argues | | | | McGraw-Hill; London. |
| there are obvious political aspects to ethical | | | | Crane, A (2001): Unpacking the Ethical Product, |
| consumption that can be viewed as a structure of | | | | Journal of Business Ethics, 30 (4), 361-373. |
| combined, organised communal action, and maybe | | | | Dawar, Niraj and Madan M. Pillutla (2000): Impact of |
| perceived by a lot of consumers as merely a | | | | Product-Harm Crises on Brand Equity: The Moderating |
| fringe social pressure group that they do not of | | | | Role of Consumer Expectations, Journal of |
| necessity wish to relate. Purchasing products for | | | | Marketing Research, 37 (2), 215-226. |
| helpful reasons (for example environmentally-friendly | | | | Dean, D Hal (2004): Consumer Reaction to Negative |
| items) or boycotting some products for various | | | | Publicity: Effects of |
| negative reasons (for example not purchasing shoes | | | | Corporate Reputation, Response, and Responsibility for |
| made by child labour). (Shaw. et al, 2005) | | | | a Crisis Event, Journal of Business Communication, |
| Present research | | | | 41 (2), 192-211. |
| The present research aims at determining whether | | | | De Pelsmacker, P and Glenn R (2005), Do |
| knowing that coffee is unethical, i.e. unfair trade | | | | Consumers Care about Ethics? Willingness to Pay for |
| coffee being sold as fair trade coffee would have a | | | | Fair-Traded Coffee, Journal of Consumer Affairs, |
| bigger impact on consumer behaviour and attitudes. | | | | 39 (2), 363-385. |
| That is to say, if information concerning the unethical | | | | Grunert, K.C. (1988): Research in Consumer Behaviour: |
| practices of coffee company or store were at the | | | | Beyond Attitudes and Decision Making, European |
| frontage of a consumer’s mind, would he or | | | | Research, Vol. 16. |
| she take it into account? Therefore the first hypothesis | | | | Hoyer W and MacInnis D (2000): Consumer Behaviour, |
| of this research is that: | | | | 2nd Ed Houghton Mifflin |
| - If consumer becomes aware that a product being | | | | Henard, D. H. (2002): Negative Publicity: What |
| sold as fair traded is in fact unfairly traded, they will | | | | Companies Need to Know About Public Relations, |
| have negative attitudes the company selling that | | | | Public Relations Quarterly, 47 (4), 8-12. |
| product. | | | | Loudon, D.L. (1988): Consumer Behaviour; Concepts |
| - To what degree does consumer attitudes changes | | | | and Applications, McGraw Hill, London |
| when they discover that they are being sold unfair | | | | Nicholls G and Alexander J (2002): Strategic options |
| trade instead of fair trade coffee | | | | in fair trade retailing, International Journal of Retail |
| | | | & Distribution Management, 30 (1), 6-17. |
| Methodology | | | | Patton, M. Q. (2002): Qualitative research & |
| The sample consisted of 200 participants (120 males | | | | evaluation methods (3rd Ed.). Thousand Oaks, CA: |
| and 80 females) who were aged from 18 to 54 years | | | | Sage Publications |
| (mean age 30 years). | | | | Shaw, D. et al (2005): An exploration of values in |
| The participants were informed that the research was | | | | ethical consumer decision making, Journal of |
| regarding consumer behaviours and attitudes in | | | | Consumer Behaviour, 4 (3), 185-200. |
| general, but not specifically about any company. | | | | Spar, D L. and Lane T. L (2003): The Power of |
| Though this sample is clearly not representative of the | | | | Activism: Assessing the Impact of NGOs on Global |
| broad populace and raises concerns of external | | | | Business, California Management Review, 45 (3), |
| soundness, it is an answer to demographic for coffee | | | | 78-101. |