Drawing on “Producer-Tours”: A Technique for Addressing Consumer Uncertainty Surrounding the Consumption of Fair Trade Food Products?

Abstract

Despite the global increase in both fair trade sales and awareness, actual market shares of some fair trade products remain disappointing. A number of authors have suggested various reasons for this, including the complexity of the situational context affecting actual purchase behavior (Carrington, Neville, & Whitwell, 2010), the disconnect between producers and consumers (Dickinson, 2001), and the problems associated with the depersonalization of ethics in mainstream distribution (Bezencon & Blili, 2011). This article introduces the drawing method into the field of research on fair trade consumption. Using this method, this study explores student perceptions of both fair trade consumers and how fair trade works. In doing so, the drawing method unveiled two potential consumer types; namely, the dreamer and the angel. On this, we argue that our study reveals some of the possibilities inherent in the use of the drawing method to explore uncertainty surrounding fair trade consumption.

Keywords:

• fair trade
• ethical consumption
• drawing method
• consumer uncertainty

Notes

1. To achieve Fairtrade Town status towns must achieve five key goals: (a) local council to pass resolution to support and serve fair trade products, (b) a range of fair trade products to be available in towns' retail and café outlets and local workplaces, (c) community organizations to support and use fair trade products, (d) must create fair trade media coverage, and (e) set up a local fair trade steering group.