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Alternative title:

Fair Trade certificate as a promotion tool

Subject and Keywords:

Fair Trade   poverty   equality   promotion

Abstract:

In order to reduce poverty, the international Fair Trade movement was established. Consumers buying products certified with the Fair Trade logo indirectly participate in a charity event. Considering that the Fair Trade mark plays an important role towards poor countries and is a guarantee of product quality, the purpose of the article is to determine whether it can be effectively used as a promotion tool. The work was based on literature sources and the author’s own research conducted in the form of in-depth interview. The area of interest includes clients of one of the specialist chain stores in Wrocław. Research results indicate that the certificate cannot currently be an effective promotion tool, but with the observed increase in consumer awareness, it can be used in the future as an element of marketing.

Place of publishing:

Wrocław

Publisher:

Wydawnictwo Uniwersytetu Wrocławskiego

Date issued:

2020

Date copyrighted:

2020

Identifier:

ISSN 1733-5779   ISSN 0239-6661

DOI:

10.19195/1733-5779.33.16

Source:

PAd 102060 II

Language:

eng   pol

Relation:

Studenckie Prace Prawnicze, Administratywistyczne i Ekonomiczne, ISSN 1733-5779. Nr 33, 2020, s. 223-235

Is version of:

Czasopisma Naukowe w Sieci (CNS)

Rights holder:

Copyright by Wydawnictwo Uniwersytetu Wrocławskiego Sp. z o.o.

Autor opisu:

WR U/PAdbg