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Download filePrinciple & Pragmatism: the New Zealand Fair Trade Consumer and Their Perspectives on the Future of Fair Trade
thesis
posted on 2022-03-07, 21:39 authored by William George WattersonUsing exploratory, qualitative focus groups, this thesis investigates
the perspectives, motivations and concerns of a specific group of
dedicated New Zealand Fair Trade consumers, the reasons surrounding
their willingness to pay an ethical premium, and the ways they learn
about Fair Trade products. It also explores the complex
inter-relationship between their ethical beliefs and purchase behavior,
and their perspectives on the future of the Fair Trade movement. The
research contributes to the growth of ethical and Fair Trade
consumerism, thereby linking the development of sustainable livelihoods
in the North to development and export opportunities for small-scale
producers in the South. The findings of this study could have important
implications for the development of sensitized marketing strategies and
more effective consumer education campaigns directed at this
increasingly significant segment. It could also help translate the ideas
and concerns of Fair Trade consumer into opportunities for Fair Trade
organizations and developing country producers.