Drawing on “Producer-Tours”: A Technique for Addressing Consumer Uncertainty Surrounding the Consumption of Fair Trade Food Products?

摘要

Despite the global increase in both fair trade sales and awareness, actual market shares of some fair trade products remain disappointing. A number of authors have suggested various reasons for this, including the complexity of the situational context affecting actual purchase behavior (Carrington, Neville, & Whitwell, 201017. Carrington, J. M., Neville, A. B. and Whitwell, G. J. 2010. Why ethical consumers don't walk their talk: Towards a framework for understanding the gap between the ethical purchase intentions and actual buying behaviour of ethically minded consumers. Journal of Business Ethics, 97: 139-158. [CrossRef], [Web of Science ®]View all references), the disconnect between producers and consumers (Dickinson, 200124. Dickinson, M. A. 2001. Utility of no sweat labels for apparel consumers: Profiling label-users and predicting their purchases. Journal of Consumer Affairs, 35(1): 96-119. [CrossRef], [Web of Science ®]View all references), and the problems associated with the depersonalization of ethics in mainstream distribution (Bezencon & Blili, 2011). This article introduces the drawing method into the field of research on fair trade consumption. Using this method, this study explores student perceptions of both fair trade consumers and how fair trade works. In doing so, the drawing method unveiled two potential consumer types; namely, the dreamer and the angel. On this, we argue that our study reveals some of the possibilities inherent in the use of the drawing method to explore uncertainty surrounding fair trade consumption.View full textDownload full textKeywordsfair trade, ethical consumption, drawing method, consumer uncertaintyRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/10495142.2012.733660