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\hypersetup{pdftitle={Why People Don't Buy Fair Trade Food Products - Results from a Representative Survey in Switzerland},pdfauthor={Thomas Brunner, Michael Siegrist},pdfsubject={Tropentag 2010: Abstract},pdfkeywords={Buying frequency, fair Trade, Loyality, Reasons not to buy},pdfpagemode=None,colorlinks=true}
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\parbox[b]{13.4cm}{\centering \large{\textbf{Tropentag, September 14-16, 2010, Zurich}}\\[1ex] \Large{``World Food System  ---\\A Contribution from Europe''\\[2ex]}}
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\Large{\textbf{Why People Don't Buy Fair Trade Food Products - Results from a Representative Survey in Switzerland\footnote{\textbf{Contact Address:} Thomas Brunner, ETH Zurich, Institute of Environmental Decisions (IED) - Consumer Behavior, Universitaetstrasse 22 Chn H 75.3, 8092~Zuerich, Switzerland, \mbox{e-mail}: \email{tbrunner@ethz.ch}}\\[0.8ex]}}
\normalsize{\textsc{Thomas Brunner$^{1}$, Michael Siegrist$^{2}$}}
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\begin{itemize*}
\item[]{\small{\textit{$^{1}$ETH Zurich, Institute of Environmental Decisions (IED) - Consumer Behavior, Switzerland}}}
\item[]{\small{\textit{$^{2}$ETH Zurich, Institute of Environmental Decisions (IED) - Consumer Behavior, }}}
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\index[author]{Brunner, Thomas}
\index[author]{Siegrist, Michael}
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\textbf{Abstract}
\begin{abstract}
\normalsize{
Fair Trade aims to help producers in developing countries by offering better trading conditions than usual. Despite Fair Trade products' high price as compared to conventional products, more and more people in developed countries are willing to buy them. Switzerland is an interesting market for studying Fair Trade because it has the world's highest per capita consumption, mainly because its two largest supermarkets have been interested in offering Fair Trade products on their shelves from the very beginning of the Fair Trade movement. Therefore, availability is not a problem for consumers. Consumers need to exert no extra effort to find Fair Trade products in Switzerland. Despite this success story, great potential remains for the Fair Trade market, because many people do not buy Fair Trade products regularly. No one yet has systematically analysed and quantified the reasons that many people are not loyal Fair Trade consumers. To fill this knowledge gap, we conducted a representative postal survey in German"=speaking Switzerland. The questionnaire asked participants about their buying frequency for the most common Fair Trade food products (e.g., bananas, pineapples and fruit juice). We applied neutralisation theory to explain differences in consumers' buying behaviour. This theory differentiates five neutralisation techniques: \textbf{(1)}~denial of responsibility, \textbf{(2)}~denial of benefit, \textbf{(3)}~denial of victim, \textbf{(4)}~condemnation of the condemners, and \textbf{(5)}~appeal to higher loyalties. Our results show the five techniques' prevalence and their relationship to buying frequency. Marketing communications that aim to increase the sale of Fair Trade food products can integrate knowledge of neutralisation's uses.}

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\noindent \textbf{Keywords:} Buying frequency, fair Trade, Loyality, Reasons not to buy
\index[key]{Buying frequency}
\index[key]{Fair Trade}
\index[key]{Loyality}
\index[key]{Reasons not to buy}
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