Fairtrade: Motivations of customers to engage in Fairtrade purchases and the implications for marketing professionals

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The study explores the underperformance of Fairtrade products in the market, focusing on customer motivations for purchasing and reasons for avoiding these items. By analyzing consumer behavior, it aims to uncover the factors contributing to low sales and inadequate market share since Fairtrade's introduction. The research is rooted in advanced marketing concepts, providing insights into the challenges faced by Fairtrade products in appealing to consumers.