عنوان انگلیسی مقاله:

Consumer Cynicism: An Emergent Phenomenon in Fairtrade?

ترجمه عنوان مقاله: بدبینی مصرف کننده: یک پدیده نو ظهور در تجارت منصفانه؟

رشته: بازاریابی

سال انتشار: 2014

تعداد صفحات مقاله انگلیسی: 7 صفحه

منبع: International Paper

نوع فایل: pdf

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چکیده انگلیسی مقاله

If you scratch the surface of a cynic, you’ll find a disappointed idealist.
This paper investigates consumer cynicism in the contest of Fairtrade. It explores the factors that give rise to this cynicism and its impact on the buying behaviour of consumers of Fairtrade products. A qualitative methodology employs four focus groups and eight semi-structured interviews in a grounded theory approach. A conceptual model of cynicism towards Fairtrade is proposed including two main antecedents, i.e., goal disconnect and value disconnect. Findings reveal that on the one hand, consumers are cynical towards Fairtrade due to consumers’ value disconnect, which stems from the fact that it leans too closely to charities, is yet another marketing strategy/ploy by the big companies, or, indeed, consumers’ perception that Fairtrade is not going to work in this capitalist world. On the other hand, goal disconnect is reflected upon in terms of consumers’ expectations and the functionality of Fairtrade products. Findings from this study will inform Fairtrade practitioners as to which cynicism antecedent to focus on in order to increase customer trust and thus accelerate the adoption of Fair Trade products by reducing or removing one of the major obstacles to its development, namely, cynicism.

Keywords: Consumer behaviour, Fair trade, consumer cynicism

مقدمه انگلیسی مقاله

During the last decade, Fairtrade has emerged as an alternative to the prevailing capitalist trading system. The concept has grown almost exponentially and, by the end of 2008, sales of Fair Trade products had reached two thousand million pounds Sterling globally (www.fairtrade.org.uk, 2010). However, this phenomenally rapid increase in market penetration has not been without its problems. The ingrained suspicious nature of mankind has led many to question the validity of the ethos employed, as well as the reality of the claimed practices. Cynicism and scepticism arise and become barriers to development of this association. In a period which threatens to be almost as turbulent as the post war years, if Fairtrade is to win through and come out as a leader – which it must do or wither and die, then Fairtrade must position itself in pole position to take advantage of any opportunities which may present themselves. This paper for the first time places the concept of cynicism in the context of Fairtrade, as one of the biggest challenges faced by the fair trade organizations. The research is intended to expose and illuminate this challenge and show ways in which it can be overcome. In doing so, this paper proposes a conceptual model of consumer cynicism towards Fairtrade, which includes the antecedent factors that give rise to this cynicism and the subsequent marketplace behavior.

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