University of Hertfordshire

From the same journal

Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK

Research output: Contribution to journalArticlepeer-review


  • Fred Yamoah
View graph of relations
Original languageEnglish
Pages (from-to)13-23
Number of pages13
JournalInternational Review of Management and Marketing
Publication statusPublished - 2014


The phenomenal growth of the fairtrade industry has attracted increased research interest but little is known as to what marketing factors drive fairtrade retail sales. This gap has profound implications for fairtrade marketing research and the future of the fairtrade industry. To provide a more robust and objective insight this paper draws on the analysis of supermarket loyalty card dataset of 1.7 million fairtrade shoppers to establish the influence of price, promotion and distribution on fairtrade retail sales. Insights from the results show the lack of cross shopping pattern among fairtrade food product shoppers. The results also indicate that the increasing fairtrade retail sales growth is not shopper demand driven but predominately attributable to widened distribution and price increases. The findings of the study offer insights to fairtrade marketing researchers and strategic direction for managers working to ensure that fairtrade thrives as an ethical consumer driven industry.


This Journal is licensed under a Creative Commons Attribution 4.0 International License. This licence allows authors to use all articles, data sets, graphics and appendices in data mining applications, search engines, web sites, blogs and other platforms by providing appropriate reference. The journal allows the author(s) to hold the copyright without restrictions and will retain publishing rights without restrictions. Fred A. Yamoah, 'An Exploratory Study of Marketing Factors Influencing Fairtrade Food Buying Behaviour in the UK', International Review of Management and Marketing, Vol. 4 (1), pp. 13-23, 2014,

ID: 9314746