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JOURNAL OF LEADERSHIP, ACCOUNTABILITY AND ETHICS
At the Intersection of Politics & Consumption: A Research Agenda for
Investigating the Effects of Fair-Trade Marketing
Claims on Ethical Shopping Behavior
Author(s): Julie M. Pharr
Citation: Julie M. Pharr, (2011) "At the Intersection of Politics & Consumption: A Research Agenda for
Investigating the Effects of Fair-Trade Marketing Claims on Ethical Shopping Behavior," Journal of Leadership, Accountability and Ethics, Vol. 8, Iss. 5, pp. 63 - 71
Article Type: Research paper
Publisher: North American Business Press
Abstract:
Despite the mainstreaming of fair-trade products and the increasingly routine presence of fair-trade certifications on consumer goods, relatively little is known about the true ability of fair-trade marketing claims to influence consumer purchases or impact brands. While a number of large companies have stepped forward to alter their procurement or production processes to claim fair-trade status for their brands, there has been little significant academic research to validate these decisions. This paper details a pragmatic research agenda designed to assess the effectiveness of fair trade marketing claims on consumer behavior and long-term brand equity.
