Fairtrade Consumers and “Global South” Producers Supply Chain Management

Fairtrade supply chains lack information linking commodity producers with
Fairtrade shopper behaviour. This paper aims to show how supermarket loyalty
card data of over 1.7 million shoppers can be analysed using paired-samples t-test analysis to objectively profile the Fairtrade shopper and address its supply
chain management implications. The paper demonstrates the huge marketing
potential that segmentation based on actual behaviour brings to supply chain
management. The results show that global South producers – including those in
Africa – have more incentive to adopt a supply chain orientation by
understanding the characteristics of Fairtrade shoppers that drive consumer
satisfaction and repeat buying behaviour.