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@article{1127596,
author = {Ambrožová, Mariana and Částek, Ondřej},
article_location = {Brno},
article_number = {7},
doi = {http://dx.doi.org/10.11118/actaun201361071957},
keywords = {Corporate Social Responsibility; Fairtrade; political consumer; competitive advantage; buyers` motivation; buyers` behavior; empirical research},
language = {eng},
issn = {1211-8516},
journal = {Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis},
title = {Purchasing behavior of fairtrade customers},
url = {http://acta.mendelu.cz/61/7/1957/},
volume = {LXI},
year = {2013}
}
TY - JOUR
ID - 1127596
AU - Ambrožová, Mariana - Částek, Ondřej
PY - 2013
TI - Purchasing behavior of fairtrade customers
JF - Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis
VL - LXI
IS - 7
SP - 1957-1967
EP - 1957-1967
PB - Mendelova univerzita v Brně
SN - 12118516
KW - Corporate Social Responsibility
KW - Fairtrade
KW - political consumer
KW - competitive advantage
KW - buyers` motivation
KW - buyers` behavior
KW - empirical research
UR - http://acta.mendelu.cz/61/7/1957/
N2 - The volume of corporate social responsibility (CSR) activities is increasing worldwide; the European Union considers CSR to be one of the ways to achieve the most competitive economy and CSR awareness is also rising among companies in the Czech Republic, their customers, and the public. Bearing this in mind, Fairtrade goods, a subset of CSR and sustainable development, is an attractive step for vendors to take towards their customers. In this paper, we try to learn who the buyers of Fairtrade products are and what their motivation is in order to help Fairtrade dealers know their target group better, while at the same time helping expand this target group for organizations such as Fairtrade Czech Republic. We utilize an empirical survey and employ both univariate and bivariate statistical analyses (descriptives, associations, correlations) for this purpose. While some previous findings were confirmed, such as (the influence of age and education on Fairtrade purchasing behavior, moral principles and quality of the product being stated as the most important motives to buy Fairtrade products, the significance of the Fairtrade logo and certificate for the buyers` awareness) one was disproved. According to the gathered data, the economic situation of a household does not affect Fairtrade purchasing behavior.
ER -
AMBROŽOVÁ, Mariana a Ondřej ČÁSTEK. Purchasing behavior of fairtrade customers. \textit{Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis}. Brno: Mendelova univerzita v Brně, 2013, LXI, č.~7, s.~1957-1967. ISSN~1211-8516. Dostupné z: https://dx.doi.org/10.11118/actaun201361071957.
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