University of Hertfordshire

Fairtrade Consumers and “Global South” Producers Supply Chain Management

Research output: Contribution to journalArticlepeer-review



  • Fred Yamoah
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Original languageEnglish
Pages (from-to)35-52
Number of pages18
JournalAfrican Journal of Business and Economic Research
Publication statusPublished - 15 Nov 2016


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.


This document is the Accepted Manuscript version of the following article: Fred Yamoah, ‘Fairtrade Consumers and “Global South” Producers Supply Chain Management’, African Journal of Business and Economic Research, Vol. 11 (2-3): 35-52, November 2016. The final, published version is available online at © Publisher: Adonis & Abbey Publishers

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