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Essay / Research Paper Abstract
This 7 page paper looks at a recent consumption trend, increased demand and consumption of fair trade products. The way the patterns is emerging, influences in the trend and the way it is used by retailers, as well as the limitations in the trend are all discussed. The bibliography cites 14 sources.
Page Count:
7 pages (~225 words per page)
File: TS14_TEconfair.rtf
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Unformatted sample text from the term paper:
five years there have been a number of different trends that have emerged, one has been the increased desire by the public to buy goods that make them feel better,
for example buying goods that are using recycled materials, or buying goods that provide some benefit, such as supporting fair trade. In some cases it may be argued that this
is creating a way of creating an emotional engagement with the brand on the part of marketers, using social responsibility as a form of marketing (Kotler and Keller, 2008).
It may also be argued that this desire on the part of consumers may be a way of satisfying guilt as a result
of increased knowledge concerning the way that trading relationships take place and benefit is unequally spread (Doran et al, 2009). While this
may be a cynical view of consumerism and the way that purchase decision are made, it is one that appears to have some support in terms of the aspects of
mitigation of guilt, especially wasteful consumption (Hamilton et al, 2005). This may appear to be the contradictory to the concept of
retail therapy and needless spending, but may also be seen as a balance, allowing the purchaser to feel good about the purchased that they have made, regardless of whether it
is a rainforest alliance coffee or a fair trade piece of furniture (Hamilton et al, 2005). To consider the consumption trend the concept of fair trade itself has
to be assessed. There are many definitions of fair trade, one of the most useful has been put together and agreed by Oxfam, The Fairtrade Foundation and Traidcraft reads as
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