Fairtrade as a marketing tool: an irish/austrian comparison

Abstract

The purpose of this piece of research is to examine different aspects of fair trade (FT) marketing. Firstly, secondary research examines issues such as history, development, advantages and challenges of mainstreaming of FT. Secondly, primary research explores FT consumer buying behaviour in Ireland and Austria in the fast moving consumer goods (FMCG’s) market. The attitudes towards – as well as effects of – mainstreaming and clean-washing are further investigated.

Primary research has been conducted in two phases – descriptive and exploratory. Phase one, descriptive research, involved 120 consumer surveys, half of which were conducted in Ireland and half in Austria. Exploratory research using mixed modes has been used to collect data from nine suppliers of FT FMCG’s.

This paper examines the differences in attitudes towards FT between Irish and Austrian consumers, with particular focus on mainstreaming. Only subtle differences could be identified between the Irish and Austrian market and findings suggest that the effects of mainstreaming are perceived to be predominantly positive in both markets.

This paper may be of interest to marketing professionals and all stakeholders in the FT industry