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Consumer Behaviour Analysis of Fair Trade Coffee: Evidence From Field Research

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HS
Hao Si Chen

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Consumer Behaviour Analysis of Fair Trade Coffee: Evidence From Field Research by Mind Map: Consumer Behaviour Analysis of Fair Trade Coffee: Evidence From Field Research

1. Point of Purchase (POP)

1.1. Advertisements

1.2. Labels messaging and others

2. Purpose

2.1. To examine the effect of two POP label conditions and service time on the purchase rates of fair Trade coffee drinks using BPPM

3. Social product Labels and Fair Trade (SPLs)

3.1. Social product labels

3.2. Fair Trade

4. The Behavioural Perspective Model of Consumer Choice (BPM)

4.1. Based on empirical principles of human behaviour

4.2. Behavioural consequences

4.3. Fair Trade labels

5. Result

6. Method