Willingness to pay for Fair Trade products: Analysis and implications

Inhaltsverzeichnis (Table of Contents)

• INTRODUCTION
• FAIR TRADE AND ETHICAL CONSUMPTION
  • Fair Trade criteria
  • The development of Fair Trade
  • Fair Trade in Germany
• WILLINGNESS TO PAY FOR FAIR TRADE PRODUCTS
  • Economic approach
  • Social psychological approach
  • Summary of the research questions
• METHOD
  • Article search
  • Methods in the research on WTP for FT products
  • Sample types
  • Country of origin
  • Fair Trade products
• RESULTS
  • Willingness to pay the FT price-premium
  • The level of the FT price-premium
  • Moderators of the willingness to pay for FT products
• DISCUSSION
• REFERENCES
• APPENDIX

Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)

This thesis investigates consumer willingness to pay for Fair Trade products. It examines whether consumers are willing to pay a premium for these products, the amount of that premium, and the factors influencing their willingness to pay. The study analyzes recent quantitative research on Fair Trade, drawing conclusions about its implications for marketing.

• The prevalence of willingness to pay a premium for Fair Trade products
• The magnitude of the price premium consumers are willing to pay for Fair Trade products
• Factors influencing consumer willingness to pay for Fair Trade products, including demographic variables, ethical and environmental values, and attitudes toward Fair Trade
• The impact of the higher price of Fair Trade products on consumer purchase decisions
• Marketing implications based on the findings of the research

Zusammenfassung der Kapitel (Chapter Summaries)

• INTRODUCTION: This chapter introduces the topic of Fair Trade, highlighting its growing popularity and the associated price premium for Fair Trade products. It also outlines the thesis's objective, which is to analyze consumer willingness to pay for Fair Trade products by reviewing existing research.
• FAIR TRADE AND ETHICAL CONSUMPTION: This chapter explores the concept of Fair Trade, including its criteria, development, and presence in Germany. It discusses how Fair Trade aims to improve trading conditions for producers in developing countries by paying them a "fair price" for their products.
• WILLINGNESS TO PAY FOR FAIR TRADE PRODUCTS: This chapter examines the economic and social psychological approaches to understanding consumer willingness to pay. It summarizes the research questions addressed in the thesis, focusing on the prevalence, level, and factors influencing consumer willingness to pay for Fair Trade products.
• METHOD: This chapter describes the methodology employed for the thesis, including the article search process, methods used in research on willingness to pay for Fair Trade products, sample types, countries of origin, and Fair Trade products analyzed.
• RESULTS: This chapter presents the findings of the research, focusing on consumer willingness to pay a price premium for Fair Trade products, the level of that premium, and the factors influencing consumer willingness to pay.

Schlüsselwörter (Keywords)

The thesis focuses on the core concepts of Fair Trade, ethical consumption, consumer willingness to pay, price premium, demographic factors, ethical and environmental values, and attitudes toward Fair Trade. It explores the relationship between these concepts and the implications of the findings for marketing strategies.