Consumer and fair trade in Australia and France: from comprehension to adoption…
Date
2012
Authors
Sirieix, L.
Heaslip, J.M.
Sharp, A.
Nenycz Thiel, M.
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Journal Title
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Conference paper
Citation
FTIS 2012 & GeoFairTrade Final Conference (UK), 2012, vol.6, pp.1-13
Statement of Responsibility
Conference Name
Fair Trade International Symposium 2012 (2 Apr 2012 - 4 Apr 2012 : Liverpool, UK)
Abstract
This paper examines the on-pack adoption and associated consumer comprehension of the Fairtrade certification in the context of Australia. In Australia, Fairtrade certification has seen rapid growth in its on-pack adoption on consumer goods. In 2010 sales of Fairtrade certified goods in Australia and New Zealand reached over $AU120 million. However, the region has been slower to adopt the Fairtrade label compared to countries in Europe such as France and the UK. The aim of this paper is to examine consumers’ developing knowledge structures and the claimed effect on purchase intentions of the Fairtrade certification in Australia and to compare and contrast these results against recent research findings from a study in France.
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Copyright 2012 the Authors