Udfordringer for Fairtrade Mærket Danmark på det danske marked for kaffe nu og i fremtiden: I et bæredygtigt perspektiv

Morten Helstrup Østergaard & Sean Anthony Watkins Pitchford

Student thesis: Master thesis

Abstract

This thesis focuses on the implications that are connected with selling ethical products. We wish to enlighten the implications that Fairtrade Mærket Danmark is dealing with in the market for ethical coffee. Our objective is to find the barriers that come between the consumer and the company, in order to determine challenges in the market and find improvable areas. At the same time we want to find, if solutions found for Fairtrade Mærket Danmarks coffee can be applied to other ethical products. Furthermore we want to clarify, how the consumer acts today and will behave in the future, and how any changes might affect the sales of Fairtrade Mærket Danmarks coffee. To accomplish this we will be using a method called Grounded Theory, which gives us the opportunity to work with data and existing theory simultaneously, as a way creating new knowledge. This means that we throughout the thesis will have this method in mind, while our theoretical framework will consist of consumer behavior and marketing theory. We will continuously incorporate theory from other fields, among these being psychology.The thesis identifies several barriers for Fairtrade Mærket Danmark in a marketing perspective: The main problem is that coffee has a low consumer involvement. At the same time there is a positive but weak attitude towards the product. This has the effect that consumers remain in their usual habits, when buying fast moving consumer goods. They might have the intention of substituting their traditional brands with ethical alternatives, but when it comes to purchase, they fail to match their intentions. The thesis defines others barriers such as difficulty finding ethical products in supermarkets, uncertainty surrounding how much of the money they pay extra go straight to the farmer and a growing amount of certified solutions on the market making it even harder for the consumer to fully separate and understand the meaning of specific ethical labels. The information might be there, but it is not communicated the right way. When studying the consumer of the future we found, that people will be seeking more individual solutions. The mass production product won’t appeal to the consumers as the future will consist of prosumers. Consumers will be in need for increased influence in the product they consume, meaning that they will become both producers and consumers hence the prosumer. When looking at the challenges lying ahead for Fairtrade Mærket Danmark on the Danish market for coffee it is clear, that there must be an increase in consumer involvement towards the ethical product. This is further a strategy, all companies marketing ethical products should adapt.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2011
Number of pages149