TY - JOUR
T1 - Drawing on “Producer-Tours”:
T2 - A Technique for Addressing Consumer Uncertainty Surrounding the Consumption of Fair Trade Food Products?
AU - Doherty, Bob
AU - Clarke, Daniel Wade
PY - 2012
Y1 - 2012
N2 - 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, 2010), the disconnect between producers and consumers (Dickinson, 2001), 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.
AB - 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, 2010), the disconnect between producers and consumers (Dickinson, 2001), 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.
U2 - 10.1080/10495142.2012.733660
DO - 10.1080/10495142.2012.733660
M3 - Article
SN - 1049-5142
VL - 24
SP - 296
EP - 320
JO - Journal of Nonprofit and Public Sector Marketing
JF - Journal of Nonprofit and Public Sector Marketing
IS - 4
ER -