J 2013

Purchasing behavior of fairtrade customers

AMBROŽOVÁ, Mariana and Ondřej ČÁSTEK

Basic information

Original name

Purchasing behavior of fairtrade customers

Authors

AMBROŽOVÁ, Mariana (203 Czech Republic) and Ondřej ČÁSTEK (203 Czech Republic, guarantor, belonging to the institution)

Edition

Acta Universitatis Agriculturae et Silviculturae Mendelianae Brunensis, Brno, Mendelova univerzita v Brně, 2013, 1211-8516

Other information

Language

English

Type of outcome

Článek v odborném periodiku

Field of Study

50600 5.6 Political science

Country of publisher

Czech Republic

Confidentiality degree

není předmětem státního či obchodního tajemství

References:

RIV identification code

RIV/00216224:14560/13:00069937

Organization unit

Faculty of Economics and Administration

DOI

Keywords in English

Corporate Social Responsibility; Fairtrade; political consumer; competitive advantage; buyers` motivation; buyers` behavior; empirical research

Tags

International impact, Reviewed
Změněno: 29/4/2014 13:18, Mgr. Daniela Marcollová

Abstract

V originále

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.