University of Hertfordshire

Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries

Research output: Chapter in Book/Report/Conference proceedingConference contribution

  • Fred Yamoah
  • Andrew Fearne
  • Rachel Duffy
  • Dan Petrovici
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Original languageEnglish
Title of host publicationIntegrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities
Subtitle of host publicationPeer-Reviewed Proceedings of the 14th Annual International Conference
EditorsEmmanuel Ezi Obuah
Pages519-530
Publication statusPublished - 14 May 2013
EventInt Academy of African Business and Development Conf (IAABD) 2013 - Accra, Ghana
Duration: 14 May 201318 May 2013

Conference

ConferenceInt Academy of African Business and Development Conf (IAABD) 2013
CountryGhana
CityAccra
Period14/05/1318/05/13

Abstract

Fairtrade has received considerable research attention but little is known about marketing factors driving sales and its potential implications for sustained market access for commodity producers. To provide objective insights the
paper draws on the analysis of supermarket data to establish the relationships between sales and marketing factors such as price, distribution and promotion. The paper demonstrates that increasing fairtrade retail sales growth is attributable to widened distribution and prevalent price increases. Thus, fairtrade commodity producers may not be guaranteed a ready market access in the UK in the medium to long term if the mainstreaming strategy is not reconsidered

Notes

Fred Yamoah, Andrew Fearne, Rachel Duffy, and Dan Petrovici, ‘Assessing Fairtrade Marketing Drivers and Market Prospects for Commodity Producers in Developing Countries’, paper presented at the 14th IAABD Annual Conference, Integrating African Markets and Economies in a Changing Global Economy: Issues, Challenges and Opportunities, 14 May 2013 – 19 May 2013, Ghana Institute of Management and Public Administration, Accra, Ghana

ID: 9325045