Who is Fair Trade's Customer ?

Today I still talk about Fair Trade Project. Since I have been searching the Fair Trade information, I found that Fair Trade products are not only bananas an coffee but also beauty products and many more. The picture below is shown words from consumers about Fair Trade products.

Base on International Journal of Consumer Studies, 'Why does not everybody purchase fair trade products? The question of the fairness of fair trade products' consumption for consumers' . The research  demonstrated that there are three types of consumers.

1. The activists (the most committed who take an active part in setting up 'Fair Trade'
2. The purchaser ( whose commitment is limited by regular purchase of fair trade products)
3. The non-purchaser 

In the research also showed the that there seem to be three factors which describe about the differences in consumption of fair trade products. They are: (1) Lack of information in fair trade; (2) lack of confidence in the benefits of fair trade; and (3) additional cost of fair trade goods. 

Understanding consumer behaviour makes me found the way to create the project within 4 areas about Fair Trade. Story teller area is the most potential to be in this project because it base on my knowledge and my marketing experience.  If I want to sell the products in the market, I have to increase awareness and  let them know who the fair trade and what the fair trade sells. 

What is Fair Trade ?

The second semester has begun and I got the Fair Trade Project for Creativity in Context module, so   to  know what Fair Trade is and what they are doing is the good start to think about my project. 

"Fair Trade emerged in the wake of World War II as a form of goods exchange considered 'Fairer' than conventional trade. "  

The definition of Fair Trade has been proposed by FINE as  ' Fair Trade is a trading partnership, base on dialogue, Transparency and respect  that seeks greater equity in international trade which contribute to sustainable development by offering trading  condition to and securing the right of marginalized producers and workers.' (Pedregral V. D. and Toulouse N. O., 2011)

Fair Trade aims to ensure fair and stable trading conditions for disadvantage producers in developing countries. Fair Trade sales in major markets of The UK, Italy, Germany, Switzerland and The Netherlands which The UK and Switzerland are the big markets in terms of sales volume. Even the major markets are within the specific area, however there are potential growth in the area of rarely purchase and self-identity and ethical obligation are key drivers to effect the purchasing of fair trade product. 

From the statement above, I know Fair Trade when I studied in The UK in 2010 from Bananas and coffee which I always have questions in my mind why people in The UK have to concern about Fair Trade, why buying Fair Trade products is important and can help people. Is it true? Base on the  previous academic papers, It makes me have picture clearer that as long as the people earn good income and prosperous. They will think more about society. From my opinion, as Fair Trade product have high price, sometime I could not buy them because the limited budget. This is about my Fair Trade knowledge. I will talk more in the next post.