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Differences in awareness of fair trade and organic labelling among coffee consumers in Australia and Japan

Access Status
Open access
Authors
Tamaki, R.
Batt, Peter
Date
2011
Type
Conference Paper

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Citation
Tamaki, Rino and Batt, Peter. 2011. Differences in awareness of fair trade and organic labelling among coffee consumers in Australia and Japan, in Marketing in the Age of Consumerism: Jekyll or Hyde?, Proceedings of the Australian and New Zealand Marketing Academy Conference, Nov 28-30 2011, Perth WA: ANZMAC.
Source Title
Proceedings of the Australian and New Zealand Marketing Academy conference 2011
Source Conference
The Australian and New Zealand Marketing Academy Conference 2011
ISBN
School
School of Management
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Abstract

This study sought to compare consumers' perceptions of Fair Trade (FT) and organic coffee between Australia and Japan. The findings indicate that Australian consumers are generally more aware of FT certification. While a similar number of respondents in both Australia and Japan were aware of organic certification, the benefits attained were perceived very differently.