Fairtrade Utrecht: A research on the Motives and Barriers of Fairtrade Consumers in the Fairtrade Town Utrecht

Abstract

This research investigates the motives and barriers experienced by consumers when purchasing Fairtrade and those targeted by the goals and strategies of the Fairtrade Utrecht campaign. By targeting more specifically on those aspects that are deemed important by consumers the Fairtrade Utrecht campaign is likely to improve the effect of their undertakings. The results indicate that the extrinsic determinants of Fairtrade consumption are targeted more by the strategy than intrinsic motives. The respondents of the survey sample of consumers in Utrecht indicated to intrinsic motives important underlying their choice of consumption, but that low quality and high costs are extrinsic barriers they experience.