Consumers & ethics

Consumer Perception of Fair Trade: A Cross Cultural Study
(Bulut, Diren)

Gambling, smoking and drinking: What the victims expect from the retailers
(Pratten, J.D. & Walton, S.)

Consumer Perception of Fair Trade: A Cross Cultural Study
(Bulut, Diren)

Abstract

Term of fair trade is basically explains the fair exchange of goods and money between producer and consumer without ignoring the quality and price balance. Even though the concept itself gains an importance by globalization, the basic idea is to protect local production which is generally in small quantities. The most well known fair trade products are the agro-cultural ones like coffee, cacao, banana and tea, which are usually produced in special climate habitats but consumed all over the world. The fair payment to the producers usually causes a price increase of the fair trade products comparing to the market averages. In this situation, the consumer response to the product, brand and the companies' fair trade applications gains another importance. The price elasticity of the product and the consumer perception depends of many factors.

The aim of this study is to see the major knowledge and perception differences of Turkish and Austrian consumers towards fair trade products and brands. First a pre-study will be conducted, in order to understand the common fair trade brands and product groups in both countries. In the second step of the study, a questionnaire will be conducted to understand the knowledge and the consumer perceptions in both countries. Demographic factors and consumption patterns of the selected fair trade products are also will be studied to define the differences.

Keywords: Fair trade, Turkish, Austrian, Consumer perception.

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Gambling, smoking and drinking: What the victims expect from the retailers
(Pratten, J.D. & Walton, S.)

Purpose of this paper
The purpose of this paper is to examine what those who are heavy users or are addicted to gambling, tobacco and alcohol expect from the retailers.

Design/methodology/approach
The paper will be introduced by a brief review of the dangers faced by heavy users of these products and also the difficulties experienced by their families and friends. There will be a short analysis of the CSR statements made by the large UK firms in these sectors and the expectations of other stakeholders firms. There will then be a series of case studies in which those who are heavy users of these products will be interviewed, and also those who admit to an addiction which they are trying to solve. They will be asked their attitudes towards the providers and what they think these firms should do to eliminate the problems they have faced.

Findings
Most of the firms involved make frequent attempts to reassure us that they are responsible operators. Many people are sceptical, and some of the firms have received a great deal of criticism for their emphasis on profits rather that responsibility. This study asks the victims of these industries what could or should have been done to help them. The early results suggest that the expectations are very low.

Research limitations/implications (if applicable)
The study is a very limited one, and relies largely on personal contacts to provide those who have been interviewed. The case study should have to be extended, and any suggestions so as to offer a more extensive view of what could be done.

Practical implications (if applicable)
All of those addicted to these activities may damage their own health or cause much domestic grief. This is an issue which should be addressed. If the industries do act in a socially responsible manner, they should be interested in addressing the problems caused. If not, it may be appropriate to ensure that they do more to rectify the problem.

What is original/value of paper
There has been much work on corporate social responsibility, and a great deal of analysis of the expectations of stakeholders. Some researchers have considered those industries which might be regarded as damaging or unethical. Some stakeholders may have been included in such studies, but those who are damaged by the products - the victims and their families and friends - have not been surveyed. This is an attempt to redress the balance. As a result, this embryonic work is original and should be of interest to all other stakeholders.

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