date:Mar 26, 2019
However, more than 90 percent of consumers were aware of the fair trade logo. If consumers don't know what a label stands for, they can't feel good about it when they shop and so it can't become a deciding factor in their shopping choices, says Professor Achim Spiller, Head of the working group Marketing for Food and Agricultural Products.
Our results show that in the marketing of ethical products, the social benefit should be communicated through a direct approach, the authors conclude. It