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- W1526135364 abstract "This paper investigates consumer cynicism in the contest of Fairtrade. It explores thefactors that give rise to this cynicism and its impact on the buying behaviour ofconsumers of Fairtrade products. A qualitative methodology employs four focusgroups and eight semi-structured interviews in a grounded theory approach. Aconceptual model of cynicism towards Fairtrade is proposed including two mainantecedents, i.e., goal disconnect and value disconnect. Findings reveal that on theone hand, consumers are cynical towards Fairtrade due to consumers’ valuedisconnect, which stems from the fact that it leans too closely to charities, is yetanother marketing strategy/ploy by the big companies, or, indeed, consumers’perception that Fairtrade is not going to work in this capitalist world. On the otherhand, goal disconnect is reflected upon in terms of consumers’ expectations and thefunctionality of Fairtrade products. Findings from this study will inform Fairtradepractitioners as to which cynicism antecedent to focus on in order to increasecustomer trust and thus accelerate the adoption of Fair Trade products by reducing orremoving one of the major obstacles to its development, namely, cynicism." @default.
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- W1526135364 date "2011-07-01" @default.
- W1526135364 modified "2023-09-27" @default.
- W1526135364 title "Consumer cynicism: an emergent phenomenon in fairtrade?" @default.
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