Fair trade certification as a way of communicating
with a customer in the Polish market
Fair trade certification as a way of communicating
with a customer in the Polish market
Author(s): Katarzyna Kulig-Moskwa, Joanna NogiećSubject(s): Supranational / Global Economy, Business Economy / Management, Socio-Economic Research
Published by: Instytut Badań Rynku, Konsumpcji i Koniunktur
Keywords: certificate; fair trade; communication; customer; buying products
Summary/Abstract: The idea of fair trade occurs in numerous developed countries and has also been functioning in the Polish market for a few years. However, it is still being implemented to the market, first of all focusing on building a social awareness about this idea. Fair trade labelled products appear being marginal among products available.The price is still most important when shopping for most consumers in Poland.The paper aims to present the idea of fair trade as a communication form with a customer drawing attention to the role of fair trade labelling. It discusses the problem of a Polish consumer in reference to the concept of fair trade and presents the research of its own into shopping habits in particular opinion of generations X and Y concerning fair trade and fair trade labelled products. This is the research article.
Journal: Handel Wewnętrzny
- Issue Year: 367/2017
- Issue No: 2
- Page Range: 236-246
- Page Count: 11
- Language: English