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C/M/2096. Dissertation. Ethical Attitudes to Fair Trade Coffee in Thai and British Consumers

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13800
ADD-ONS:
SPV Files
DATE:
2011
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139.99 GBP

The dissertation investigates the impact of the fair trade factor on consumers buying behaviour towards coffee in Thailand and in the UK. Literature is reviewed on the theory of purchasing decision making, fair trade approaches, trends in coffee buying, regional differences in consumer behaviour, etc. The methodology of the dissertation is based on secondary research and primary research conducted via 600 questionnaires sent to the British and Thai consumers. Conclusions are made about the effectiveness of fair trade as a marketing tool used by coffee producers. Recommendations are suggested about approaches to fair trade production.

 

KEYWORDS: Dissertation, Ethical Attitudes, Fair Trade Coffee, Thai and British Consumers,

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