Author(s): Francisco Fernando Ribeiro Ramos
Over the last decade, sales of fair trade products have grown consistently in most European countries, but this has not happened in Portugal. A limited number of previous studies allow us to conclude that there is a potential market seeking fair trade products but fair trade organizations have been unable to explore this market. This research project has been undertaken in Portugal to understand how to market fair trade products to a student audience. To our knowledge, neither the previous four studies research this particular group of consumers. Our research aims to discuss the two following questions: (1) Do students actually purchase fair trade goods and why? (2) How can marketing be effective to increase sales of such products among this consumer group? Accordingly, the three research objectives are: 1) To gain an insight into the perception of the fair trade concept and products held by a student audience ranging from 17 to 30 years old. We first evaluate the level of awareness and understanding of the concept. We then explore their attitudes to fair trade products. 2) To identify differences between intent and actual student purchase behaviour for fair trade products and the drivers them. 3) To formulate recommendations which reach this specific group of consumers. The paper is organised into four main sections. It begins with an overview of existing literature considering the development of fair trade, and then detailing the profile of the typical consumer and the drivers behind the ‘ethical purchase gap’. Thereafter, it provides an explanation on the research methodology, and presents the findings from questionnaires, focus groups and interviews. Following on from this, a discussion with a series of marketing recommendations takes place.