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UBC Fair Trade report An, Charles; Andrade, Marisol; Lee, Jacqueline; Lin, Kathy; Ng, Jackson; Shaw, James 2013-04-04

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UBC Social Ecological Economic Development Studies (SEEDS) Student Report UBC FAIR TRADE REPORT Charles An, Marisol Andrade, Jacqueline Lee, Kathy Lin, Jackson Ng, James Shaw  University of British Columbia COMM 486F/SEC 201 April 4, 2013 Disclaimer: “UBC SEEDS provides students with the opportunity to share the findings of their studies, as well as their opinions, conclusions and recommendations with the UBC community. The reader should bear in mind that this is a student project/report and is not an official document of UBC. Furthermore readers should bear in mind that these reports may not reflect the current status of activities at UBC. We urge you to contact the research persons mentioned in a report or the SEEDS Coordinator about the current status of the subject matter of a project/report”.	   1	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  UBC	  FAIR	  TRADE	  REPORT	  COMM	  486F	  SEC	  201	  	  	  	  	  	  	  	  	  	  	  	  	  Charles	  An 	  Marisol	  Andrade 	  Jacqueline	  Lee 	  Kathy	  Lin 	  Jackson	  Ng 	  James	  Shaw 	  	  	  	  	  	  	  	   2	  EXECUTIVE	  SUMMARY	  The	  Opportunity	  Since	  2004,	  UBC’s	  Fair	  Trade	  Committee	  has	  been	  charged	  with	  implementing	  UBC’s	  Fair	  Trade	  Campus	  Commitment.	  UBC	  Food	  Services	  and	  the	  AMS	  have	  both	  committed	  to	  this	  Commitment	  by	  carrying	  an	  assortment	  of	  Fair	  Trade	  products	  at	  all	  their	  outlets.	  Recently,	  UBC	  was	  even	  recognized	  as	  Canada’s	  first	  “Fair	  Trade	  Campus”.	  	  The	  UBC	  Fair	  Trade	  Committee	  sees	  this	  as	  an	  opportunity	  to	  grow	  the	  Fair	  Trade	  product	  offerings	  but	  face	  several	  key	  challenges.	  Currently,	  there	  is	  no	  data	  on	  their	  current	  customer	  base	  and	  there	  also	  seems	  to	  be	  a	  lack	  of	  awareness	  of	  Fair	  Trade	  products.	  	  The	  Solution	  Our	  team	  designed	  and	  conducted	  a	  survey	  of	  100	  respondents	  to	  learn	  more	  about	  attitudes	  towards	  Fair	  Trade	  products.	  We	  looked	  at	  knowledge	  of	  Fair	  Trade	  certification,	  awareness	  of	  product	  offerings,	  barriers	  to	  purchasing	  and	  current	  behavior	  of	  the	  campus	  community.	  Our	  strategies	  and	  recommendations	  were	  formed	  around	  the	  ABC	  (Affect,	  Behavioural,	  Cognitive)	  model	  of	  attitude	  change	  which	  were	  borrowed	  from	  consumer	  behaviour	  and	  social	  psychology	  studies.	  We	  also	  offer	  suggestions	  on	  how	  to	  implement	  measure	  and	  execute	  our	  social	  marketing	  plan.	  Hopefully,	  our	  social	  marketing	  plan	  is	  a	  good	  framework	  for	  the	  UBC	  Fair	  Trade	  Committee	  to	  better	  understand	  their	  current	  customer	  base,	  assist	  in	  increasing	  awareness	  for	  Fair	  Trade	  products	  and	  be	  a	  foundation	  for	  further	  exploration	  on	  certain	  issues.	   	  	   3	  TABLE	  OF	  CONTENTS	  Executive	  Summary	  	   	   	   	   	   	   	   pg.	  2	  Company	  Overview	  	   Fair	  Trade	  	   	   	   	   	   	   	   pg.	  4	  	   UBC	  Fair	  Trade	   	   	   	   	   	   	   pg.	  5	  Situation	  Analysis	   	   	   	   	   	   	   pg.	  7	  Problem	  Definitions	  and	  Goals	   	   	   	   	   pg.	  8	  Current	  Market	  Situation	   	   	   	   	   	   pg.	  9	  Customer	  Analysis	  and	  Segmentation	   	   	   	   pg.	  10	  Strategy	  	   Affect	   	   	   	   	   	   	   	   pg.	  12	  	   Behavioural	   	   	   	   	   	   	   pg.	  14	  	   Cognitive	   	   	   	   	   	   	   	   pg.	  16	  	   On-­‐going	  Improvements	   	   	   	   	   pg.	  19	  	   Product	  Recommendations	   	   	   	   	   pg.	  20	  Marketing	  Communications	  Strategy	   	   	   	   pg.	  21	  Behavioural	  Forecast	   	   	   	   	   	   	   pg.	  21	  Ecological	  Footprint	   	   	   	   	   	   	   pg.	  22	  Overall	  Pros	  and	  Cons	  	   	   	   	   	   	   pg.	  23	  Implementations,	  Controls	  and	  Execution	   	   	   pg.	  24	  Appendices	   	   	   	   	   	   	   	   pg.	  26	  	  	  	   4	  COMPANY	  PRODUCT	  OVERVIEW	  Fair	  Trade	  To	  begin	  this	  report,	  it	  is	  important	  to	  distinguish	  between	  Fair	  Trade	  and	  Fairtrade.	  What	  may	  seem	  like	  a	  minor	  difference	  in	  spelling	  convention	  is	  actually	  a	  key	  concept	  to	  grasp,	  as	  mistaking	  the	  two	  terms	  could	  result	  in	  being	  misled	  by	  deceptive	  labeling.	  There	  are	  many	  companies	  that	  claim	  their	  products	  are	  Fair	  Trade,	  while	  at	  the	  same	  time	  paying	  their	  labourers	  far	  below	  minimum	  wage	  standards	  and	  treating	  employees	  poorly.	  They	  are	  able	  to	  do	  this	  by	  using	  their	  own	  versions	  of	  "Fair	  Trade"	  certification,	  which	  is	  nothing	  more	  than	  a	  designation	  they	  have	  given	  themselves	  to	  make	  their	  products	  look	  more	  attractive	  -­‐	  a	  blatant	  example	  of	  greenwashing.	  The	  benefit	  of	  Fairtrade	  certification,	  on	  the	  other	  hand,	  lies	  in	  the	  requirement	  of	  having	  a	  third	  party	  evaluate	  a	  company	  to	  ensure	  it	  is	  paying	  and	  treating	  its	  employees	  fairly.	  Fairtrade	  is	  a	  designation	  that	  can	  only	  be	  given	  by	  FLO	  International,	  an	  organization	  that	  has	  proven	  to	  have	  strict	  guidelines	  on	  what	  they	  consider	  to	  be	  Fair	  Trade.	  Other	  reputable	  third	  party	  certifiers	  include	  the	  World	  Fair	  Trade	  Organization,	  the	  European	  Fair	  Trade	  Association,	  and	  the	  Fair	  Trade	  Federation.	  	  	  	  	  	  	  	  	   So	  what	  exactly	  does	  Fairtrade	  certification	  guarantee?	  Exact	  guidelines	  vary	  according	  to	  the	  size	  of	  the	  company	  and	  the	  nature	  of	  the	  work,	  but	  in	  general,	  FLO	  International	  has	  some	  key	  objectives	  of	  their	  standards.	  These	  include:	  ensuring	  producers	  receive	  prices	  that	  cover	  their	  costs	  of	  sustainable	  production,	  providing	  a	  Fairtrade	  Premium	  to	  be	  invested	  in	  projects	  that	  enhance	  social,	  economic,	  and	  	   5	  environmental	  development	  and	  facilitating	  long-­‐term	  trading	  partnerships	  to	  enable	  greater	  producer	  control	  over	  the	  trading	  process.	  	  UBC	  Fair	  Trade	  On	  May	  5th,	  2011	  UBC	  was	  named	  as	  the	  first	  “Fair	  Trade	  Campus”	  in	  Canada,	  and	  committed	  to	  purchasing	  coffee,	  tea,	  chocolate	  and	  tropical	  fruits	  only	  from	  producers	  who	  provide	  higher	  social,	  environmental	  and	  pay	  standards	  for	  farmers	  and	  workers.	  Since	  2004,	  the	  AMS	  food	  outlets	  provide	  only	  Fair	  Trade	  coffee,	  and	  in	  2006	  UBC	  food	  service	  stores	  have	  taken	  on	  the	  same	  action	  as	  well.	  The	  university	  has	  become	  a	  true	  leader	  in	  fair	  trade	  purchases,	  and	  has	  set	  the	  standards	  for	  other	  post-­‐secondary	  institutions	  in	  Canada.	  	   The	  UBC	  Fair	  Trade	  Committee	  has	  taken	  on	  the	  initiative	  to	  create	  a	  Fair	  Trade	  Week	  to	  raise	  awareness	  on	  fair	  trade	  and	  to	  encourage	  students	  to	  purchase	  products	  that	  meet	  fair	  trade	  standards.	  According	  to	  previous	  research	  done	  by	  students,	  a	  large	  percentage	  of	  surveyed	  UBC	  students	  had	  neutral	  feelings	  about	  fair	  trade,	  and	  did	  not	  have	  a	  clear	  idea	  of	  what	  it	  actually	  meant.	  By	  increasing	  awareness	  of	  the	  fair	  trade	  concept	  within	  students	  on	  campus,	  they	  will	  be	  more	  inclined	  to	  purchase	  products	  that	  are	  fair	  trade	  certified,	  which	  can	  also	  increase	  the	  amount	  of	  fair	  trade	  products	  available	  for	  purchase	  on	  campus.	  This	  can	  potentially	  have	  very	  big	  implications	  for	  the	  future,	  as	  UBC	  students	  could	  have	  a	  desire	  to	  not	  only	  purchase	  fair	  trade	  products	  now,	  but	  also	  in	  the	  future	  as	  they	  have	  full	  time	  jobs	  and	  have	  higher	  incomes	  to	  devote	  more	  money	  to	  fair	  trade	  products	  if	  price	  is	  a	  concern.	  	  	   6	  	   A	  big	  barrier	  to	  attending	  fair	  trade	  week	  for	  students	  is	  time.	  Many	  students	  are	  busy	  with	  other	  jobs	  and	  with	  their	  studies,	  which	  may	  prevent	  them	  from	  attending	  the	  events	  that	  are	  held	  during	  the	  week.	  They	  may	  also	  not	  purchase	  fair	  trade	  goods	  because	  they	  do	  not	  actually	  know	  which	  products	  are	  fair	  trade	  certified	  and	  that	  they	  are	  actually	  sold	  on	  campus.	  Another	  obvious	  barrier	  is	  price.	  Fair	  trade	  products	  are	  more	  expensive	  on	  average,	  and	  students	  generally	  survive	  on	  a	  tight	  budget	  and	  worry	  about	  their	  financial	  situations	  more	  than	  the	  fair	  trade	  problem.	  	   UBC	  students	  need	  to	  understand	  the	  implications	  of	  fair	  trade,	  and	  the	  global	  effects	  it	  has	  on	  the	  lives	  of	  millions	  of	  farmers	  all	  over	  the	  world.	  By	  understanding	  the	  significance	  of	  the	  issue,	  they	  may	  devote	  more	  of	  their	  time	  and	  effort	  to	  purchasing	  fair	  trade	  products	  as	  a	  result.	  	   	  	   7	  SITUATION	  ANALYSIS	   Internal	  Strength	   Internal	  Weakness	  	   • First	  Fair	  Trade	  campus	  in	  Canada,	  leader	  amongst	  universities	  	  • Food	  Services	  and	  Housing	  basically	  have	  a	  monopoly	  on	  the	  food	  options	  available	  on	  campus,	  students	  will	  still	  purchase	  whatever	  is	  offered,	  even	  if	  at	  a	  higher	  price	  when	  given	  no	  other	  choice	  	   • Task	  force	  consisting	  of	  the	  different	  departments	  in	  university,	  so	  cover	  a	  lot	  of	  ground	  	   • Everyone	  has	  different	  agendas	  according	  to	  their	  own	  departments,	  and	  have	  other	  issues	  to	  worry	  about	  besides	  promoting	  Fair	  Trade	  so	  their	  focus	  is	  diverted	  	   • Lack	  of	  awareness	  for	  Fair	  Trade	  product	  offerings	  on	  campus	  External	  Opportunity	   External	  Threat	  	   • More	  product	  offerings	  are	  available	  in	  Fair	  Trade	  as	  the	  concept	  becomes	  more	  mainstream	  in	  North	  America,	  so	  more	  products	  would	  be	  able	  to	  be	  sourced	  (not	  just	  limited	  to	  coffee,	  tea,	  chocolate)	  	   • Competing	  interests	  in	  other	  social	  causes	  	  • Other	  food	  outlets	  	   • Apathy	  of	  students	  • Students	  have	  neutral	  response	  towards	  Fair	  Trade	  offerings	  on	  campus	  	  • Many	  students	  aren’t	  educated	  in	  the	  meaning	  of	  Fair	  Trade	   	  	   	  	   8	  PROBLEM	  DEFINITIONS	  AND	  GOALS	  Since	  becoming	  a	  Fair	  Trade	  campus,	  various	  organizations	  including	  the	  UBC	  Bookstore,	  Sauder	  School	  of	  Business,	  UBC	  Food	  Services,	  SEEDS	  and	  the	  AMS	  have	  come	  together	  to	  raise	  awareness	  and	  encourage	  purchasing	  of	  Fair	  Trade	  products	  on	  campus.	  Despite	  the	  committee’s	  efforts	  in	  promoting	  Fair	  Trade,	  they	  continue	  to	  face	  a	  number	  of	  challenges	  in	  regards	  to	  educating	  the	  customers	  about	  the	  concept	  of	  Fair	  Trade,	  understanding	  the	  customers’	  willingness	  to	  support	  current	  and	  new	  Fair	  Trade	  product	  lines	  and	  the	  increased	  costs	  associated	  with	  expanding	  Fair	  Trade	  offerings.	  Thus,	  the	  committee	  is	  looking	  to	  gain	  more	  knowledge	  in	  terms	  of	  the	  demographics	  and	  purchasing	  criteria	  of	  the	  customer	  base	  at	  UBC	  in	  order	  to	  develop	  an	  appropriate	  plan	  to	  create	  awareness,	  encourage	  purchasing,	  and	  educate	  the	  consumers	  about	  Fair	  Trade.	  	  	  	  	  	  	  	  	  	  	  	  	  Based	  on	  our	  research	  and	  evaluation	  of	  the	  Fair	  Trade	  committee’s	  marketing	  needs,	  our	  main	  objectives	  of	  this	  plan	  are	  to:	  1)	  achieve	  a	  60%	  increase	  in	  target	  user	  awareness	  within	  one	  year,	  followed	  by	  100%	  in	  the	  following	  year	  and	  2)	  create	  growth	  in	  the	  purchasing	  of	  fair	  trade	  products	  by	  45%	  in	  the	  next	  year,	  followed	  by	  75%	  in	  the	  next	  five	  years.	  We	  will	  achieve	  these	  objectives	  by	  implementing	  strategies	  aligned	  with	  the	  ABC	  (affect,	  behavioural,	  cognitive)	  model	  of	  attitude	  change.	  	   	  	   9	  CURRENT	  MARKET	  SITUATION	  Previous	  studies	  have	  been	  done	  by	  UBC	  students	  regarding	  Fair	  Trade	  purchasing	  behaviour	  among	  students	  and	  their	  perceptions	  of	  Fair	  Trade	  products	  on	  campus,	  but	  we	  have	  to	  take	  into	  consideration	  that	  one	  of	  their	  flaws	  was	  that	  their	  sample	  sizes	  were	  far	  too	  small	  compared	  to	  UBC’s	  actual	  population.	  However,	  the	  most	  important	  things	  these	  studies	  found	  are	  the	  following:	  1.	  	  	  	  	  Most	  participants	  did	  not	  know	  about	  Fair	  Trade	  Week.	  2.	  	  	  	  	  20%	  of	  the	  survey	  participants	  were	  unaware	  of	  how	  to	  identify	  a	  Fair	  Trade	  product.	  3.	  	  	  	  	  Most	  respondents	  claim	  to	  have	  a	  “mediocre”	  understanding	  of	  what	  Fair	  Trade	  means.	  4.	  	  	  	  	  40-­‐50%	  of	  respondents	  knew	  that	  UBC	  offers	  Fair	  Trade	  coffee.	  5.	  	  	  	  	  Most	  participants	  were	  interested	  in	  Fair	  Trade	  and	  wanted	  to	  learn	  more	  about	  the	  initiative.	  6.	  	  	  	  	  Most	  students	  rated	  the	  importance	  of	  Fair	  Trade	  as	  “neutral”	  (52%	  and	  37%,	  respectively),	  30%	  claimed	  Fair	  Trade	  is	  “important”,	  while	  7%	  and	  6%,	  respectively,	  claimed	  Fair	  Trade	  was	  “very	  important”	  to	  them.	  7.	  	  	  	  	  Most	  surveyed	  individuals	  claimed	  to	  be	  willing	  to	  pay	  a	  premium	  for	  Fair	  Trade	  products.	  With	  these	  results,	  the	  students	  concluded	  that	  as	  a	  Fair	  Trade	  Campus,	  UBC	  has	  a	  huge	  responsibility	  in	  educating	  its	  community	  about	  the	  Fair	  Trade	  movement	  and	  its	  importance,	  and	  should	  do	  more	  of	  an	  effort	  on	  eliminating	  	   10	  this	  lack	  of	  awareness	  of	  the	  Fair	  Trade	  movement.	  The	  impact	  this	  change	  of	  behaviour	  could	  have	  would	  be	  amazing.	  For	  example,	  students	  could	  convince	  Tim	  Horton’s	  to	  offer	  Fair	  Trade	  coffee	  on	  campus	  with	  more	  demand.	   CUSTOMER	  ANALYSIS	  AND	  SEGMENTATION	  Segments	  We	  segmented	  our	  respondents	  based	  on	  benefits	  sought	  for	  Fair	  Trade	  products	  at	  UBC.	  We	  identified	  three	  distinct	  segments	  based	  on	  our	  respondents’	  knowledge	  on	  Fair	  Trade,	  purchase	  intentions,	  and	  beliefs	  about	  Fair	  Trade	  products.	  The	  three	  segments	  are:	  1.	  Loyalists	  -­‐	  Loyalists	  buy	  Fair	  Trade	  certified	  products	  at	  UBC	  because	  they	  value	  the	  positive	  impacts	  on	  those	  involved.	  More	  specifically,	  they	  feel	  like	  they	  have	  a	  say	  in	  where	  their	  money	  goes	  and	  they	  also	  feel	  good	  doing	  it.	  They	  almost	  always	  choose	  Fair	  Trade	  products	  over	  something	  that	  isn’t	  Fair	  Trade.	  Most	  of	  their	  purchases	  are	  made	  at	  different	  UBC	  food	  outlets	  and	  at	  the	  SUB.	  While	  they	  are	  not	  as	  price	  sensitive	  as	  Knowledge	  Seekers	  or	  Switchers,	  Loyalists	  are	  most	  concerned	  about	  the	  quality/taste	  of	  a	  product.	  2.	  Knowledge	  Seekers	  -­‐	  Knowledge	  Seekers	  want	  to	  know	  what	  Fair	  Trade	  certification	  is	  and	  also	  its	  impact.	  They	  are	  the	  largest	  segment	  out	  of	  the	  three	  mentioned.	  They	  are	  unaware	  of	  the	  current	  Fair	  Trade	  product	  offerings	  at	  UBC	  and	  are	  unsure	  where	  to	  purchase	  Fair	  Trade	  products.	  Knowledge	  Seekers	  are	  price	  sensitive	  and	  believe	  Fair	  Trade	  certified	  products	  cost	  more	  than	  non-­‐	   11	  certified	  products.	  They	  will	  consider	  trying	  Fair	  Trade	  products	  but	  this	  is	  dependent	  on	  more	  visible	  messaging	  and	  education.	  3.	  Switchers	  -­‐	  Switchers	  are	  the	  smallest	  segment	  out	  of	  the	  three	  mentioned.	  They	  are	  highly	  price	  sensitive	  and	  will	  purchase	  whichever	  item	  is	  the	  cheaper/cheapest	  one.	  They	  are	  also	  concerned	  with	  convenience	  and	  where	  a	  product	  is	  located.	  Switchers	  are	  indifferent	  to	  Fair	  Trade	  certification	  and	  do	  not	  seek	  to	  learn	  more	  about	  it.	  They	  are	  the	  least	  likely	  to	  be	  involved	  on	  campus	  and	  are	  not	  particularly	  interested	  in	  any	  specific	  social	  cause.	  Targeting	  We	  are	  using	  a	  concentrated	  strategy	  and	  focusing	  only	  on	  the	  Knowledge	  Seekers.	  They	  represent	  the	  largest	  segment,	  highest	  potential	  of	  success	  and	  are	  open	  to	  learning	  more	  about	  Fair	  Trade	  through	  education.	  It	  does	  not	  make	  sense	  to	  target	  all	  UBC	  students	  because	  some	  are	  already	  aware/purchasing	  Fair	  Trade	  and	  some	  are	  indifferent	  to	  whether	  a	  product	  is	  Fair	  Trade	  or	  not.	  By	  focusing	  on	  Knowledge	  Seekers,	  fewer	  resources	  will	  have	  to	  be	  used	  and	  it	  will	  be	  easier	  to	  measure	  the	  success	  of	  a	  campaign.	  	  Positioning	  Statement	  	  FOR	  knowledge	  seeking	  students	  WHO	  want	  to	  learn	  more	  about	  Fair	  Trade	  product	  offerings	  at	  UBC	  THE	  Mission	  Fair	  Trade	  campaign	  IS	  A	  marketing	  initiative	  THAT	  actively	  connects	  Fair	  Trade	  student	  ambassadors	  to	  knowledge	  seekers	  UNLIKE	  traditional	  passive	  campaigns	  at	  UBC.	  	  	   12	  STRATEGY	  Through	  the	  project	  outline	  and	  primary	  research	  results,	  it	  was	  determined	  that	  Fair	  Trade	  UBC	  needed	  strategies	  to	  increase	  user	  awareness	  and	  participation	  in	  fair	  trade	  products.	  Borrowing	  key	  concepts	  from	  consumer	  behaviour	  and	  social	  psychology	  studies,	  strategies	  were	  formed	  around	  the	  ABC	  (Affect,	  Behavioural,	  Cognitive)	  model	  of	  attitude	  change.	  	  AFFECT	  Affect	  plays	  into	  a	  consumer’s	  attitude	  change	  by	  tying	  in	  emotional	  reactions	  to	  an	  idea.	  Decisions	  based	  on	  affect	  are	  related	  to	  the	  person’s	  feelings	  and	  do	  not	  result	  from	  rational	  examination	  of	  issues,	  nor	  are	  they	  governed	  by	  logic.	  Affectively-­‐based	  attitudes	  are	  linked	  to	  an	  individual’s	  value	  system	  and	  once	  formed,	  are	  difficult	  to	  change.	  1)	  Make	  your	  advocates	  into	  heroes	  (Packing	  /	  Post-­‐purchase)	  Drawing	  from	  popular	  social	  campaigns	  such	  as	  the	  Pink	  Ribbon	  campaign	  and	  Kony	  2012,	  marketers	  have	  learned	  that	  consumers	  are	  proud	  of	  their	  participation	  in	  social	  good.	  Their	  good	  deed	  is	  shown	  through	  public	  symbolic	  support,	  whether	  by	  physically	  sporting	  a	  badge	  or	  carrying	  an	  item	  or	  by	  online	  sharing	  via	  social	  media.	  By	  creating	  these	  symbols	  for	  consumers,	  the	  charitable	  action	  is	  translated	  into	  tangible	  proof	  and	  the	  consumer	  is	  able	  to	  display	  and	  prolong	  their	  positive	  emotions	  from	  doing	  a	  good	  deed.	  The	  hope	  is	  that	  by	  associating	  these	  feelings	  of	  pride	  and	  self-­‐efficacy	  with	  the	  social	  cause,	  consumers	  will	  be	  motivated	  to	  repeat	  the	  behaviour.	  	  	   13	  To	  make	  celebrate	  their	  customers,	  UBC	  Fair	  Trade	  can	  have	  materials	  with	  positive-­‐impact	  messages	  available	  at	  the	  time	  of	  purchase.	  These	  items	  should	  be	  hassle-­‐free	  and	  easily	  recognizable,	  such	  as	  a	  brightly-­‐coloured	  coffee	  cup	  sleeve	  for	  fair	  trade	  coffee	  and	  tea	  purchases.	  Strong,	  simple	  messages	  such	  as	  “Today,	  I	  fight	  global	  inequality”	  should	  identify	  the	  customer	  as	  an	  advocate	  for	  fair	  trade.	  	  2)	  Make	  the	  intangible	  tangible	  (Print	  /	  Digital	  /	  POSM)	  Many	  non-­‐profit	  organizations	  struggle	  to	  find	  a	  way	  to	  make	  an	  overseas	  issue	  relevant	  to	  the	  local	  population.	  An	  effective	  strategy	  that	  World	  Vision	  uses	  is	  to	  personalize	  the	  individuals	  who	  will	  be	  benefitting	  from	  the	  donation	  by	  having	  a	  Sponsor	  Child	  program,	  allowing	  philanthropists	  to	  choose	  a	  child	  from	  a	  specific	  community	  to	  sponsor.	  This	  way,	  an	  emotional	  connection	  is	  built,	  and	  the	  donor	  is	  no	  longer	  just	  throwing	  money	  into	  a	  void.	  A	  relationship	  is	  built	  between	  the	  sponsor	  and	  their	  child,	  with	  annual	  reports	  from	  the	  local	  World	  Vision	  representatives	  and	  occasionally	  drawings	  and	  letters	  from	  the	  child.	  By	  putting	  a	  face	  on	  the	  issue,	  organizations	  allow	  individuals	  to	  feel	  more	  empathy	  and	  understanding	  for	  strangers	  halfway	  across	  the	  world.	  	  UBC	  Fair	  Trade	  can	  easily	  adapt	  this	  personification	  tactic	  by	  collecting	  information	  about	  some	  of	  the	  agriculture	  partners	  that	  campus	  fair	  trade	  products	  are	  sourced	  from.	  For	  example,	  a	  poster	  might	  show	  a	  coffee	  farmer	  with	  text	  such	  as	  “Jorge	  works	  ten	  hours	  a	  day	  on	  the	  coffee	  plantation	  to	  support	  his	  three	  children	  through	  school.	  Every	  time	  you	  purchase	  a	  cup	  of	  fair	  trade	  coffee,	  he	  will	  receive	  150%	  more	  profits	  than	  from	  a	  regular	  coffee”.	  A	  concern	  with	  using	  photographs	  is	  that	  the	  images	  should	  be	  taken	  in	  context,	  and	  should	  not	  be	  	   14	  exploitative	  -­‐	  many	  non-­‐profit	  organizations	  have	  been	  slammed	  for	  using	  images	  unethically	  to	  “sell	  poverty”.	  	  BEHAVIOURAL:	  ENCOURAGE	  THE	  “FIRST	  STEP”	  A	  consumer’s	  attitude	  strongly	  influences	  how	  they	  act	  and	  behave.	  The	  behavioural	  aspect	  of	  the	  model	  reflects	  a	  consumer’s	  behavioural	  intentions	  resulting	  from	  affect	  and	  cognition;	  however,	  it	  is	  important	  to	  note	  that	  intentions	  do	  not	  necessarily	  result	  in	  action.	  1)	  Fair	  Trade	  happy	  hour	  Happy	  hour	  is	  a	  marketing	  term	  for	  a	  period	  of	  the	  day	  where	  drinks	  are	  sold	  at	  a	  discount	  in	  restaurants	  and	  bars	  -­‐	  this	  promotion	  is	  meant	  to	  increase	  business	  on	  what	  would	  otherwise	  be	  a	  slow	  day.	  With	  this	  strategy,	  we	  are	  recommending	  that	  there	  be	  a	  certain	  day	  and	  time	  of	  the	  week	  where	  Fair	  Trade	  products	  are	  sold	  at	  a	  reduced	  price.	  However,	  in	  addition	  to	  increasing	  business,	  we	  believe	  that	  with	  this	  consumers	  will	  actually	  recognize	  that	  they	  are	  buying	  fair	  trade.	  This	  is	  beneficial	  because	  when	  people	  are	  unsure	  of	  their	  attitudes	  towards	  a	  subject,	  they	  will	  look	  to	  their	  current	  behaviour	  for	  clues.	  If	  they	  are	  already	  performing	  actions	  that	  are	  consistent	  with	  this	  attitude,	  like	  supporting	  fair	  trade	  coffee,	  they	  will	  infer	  from	  their	  actions	  that	  they	  believe	  in	  the	  attitude	  to	  reduce	  cognitive	  dissonance.	  For	  the	  non-­‐users,	  this	  would	  act	  a	  simple	  push	  to	  purchase	  and	  try	  out	  a	  fair	  trade	  product.	  2)	  Fair	  Trade	  bicycle	  food	  carts	  	  	  	  	  	  	  	  	  	  	  	  This	  strategy	  was	  derived	  after	  witnessing	  the	  overwhelming	  success	  of	  food	  	   15	  carts	  throughout	  the	  lower	  mainland	  in	  recent	  years.	  With	  this	  strategy,	  we	  are	  recommending	  that	  the	  Fair	  Trade	  committee	  bring	  the	  product	  to	  their	  customers	  by	  setting	  up	  a	  bicycle	  food	  carts	  (Figure	  bike	  food	  cart)	  in	  various	  highly	  accessible	  outdoor	  locations	  around	  campus.	  These	  food	  carts	  will	  only	  carry	  fair	  trade	  products	  which	  gives	  fair	  trade	  an	  opportunity	  to	  stand	  out	  from	  the	  usual	  clutter	  at	  the	  SUB,	  in	  the	  bookstore,	  and	  other	  food	  outlets	  around	  campus.	  We	  suggest	  putting	  the	  food	  cart	  out	  at	  least	  five	  times	  a	  month	  in	  addition	  to	  bringing	  it	  out	  to	  campus	  events.	  It	  would	  be	  most	  ideal	  to	  set	  up	  from	  11AM	  to	  3PM	  as	  this	  is	  generally	  the	  busiest	  time	  on	  campus.	  This	  approach	  is	  intended	  for	  busy	  students,	  faculty,	  and	  staff	  members	  who	  need	  a	  quick	  snack	  before	  attending	  their	  next	  lecture,	  meeting,	  or	  whatever	  it	  may	  be.	  3)	  Celebrate	  the	  purchase	  (Ambient	  /	  Digital)	  Primary	  research	  showed	  that	  most	  students	  on	  campus	  are	  unaware	  of	  the	  availability	  of	  fair	  trade	  options	  on	  campus,	  and	  may	  already	  be	  purchasing	  fair	  trade	  without	  being	  aware	  of	  it.	  UBC	  Fair	  Trade	  has	  a	  chance	  to	  create	  a	  digital	  campaign	  to	  both	  drive	  awareness	  and	  to	  engage	  new	  users	  through	  social	  media.	  	  Drawing	  inspiration	  from	  the	  Belgian	  cable	  network	  stunt	  (“A	  Dramatic	  Surprise	  in	  a	  Quiet	  Square”,	  where	  a	  big	  red	  button	  was	  installed	  in	  the	  middle	  of	  a	  village	  square	  and	  once	  pressed,	  a	  series	  of	  theatrical	  events	  would	  unfold),	  UBC	  Fair	  Trade	  can	  launch	  a	  similar	  video	  campaign.	  For	  example,	  after	  a	  student	  purchases	  a	  cup	  of	  fair	  trade	  coffee,	  confetti	  cannons,	  flashing	  lights	  and	  sirens	  can	  go	  off,	  with	  an	  unfurling	  banner	  with	  the	  message	  “You	  just	  bought	  fair	  trade!”	  -­‐	  making	  it	  absolutely	  clear	  that	  they	  had	  engaged	  in	  a	  behaviour	  for	  social	  good.	  This	  ambient	  	   16	  activation	  can	  be	  a	  one-­‐time	  thing,	  and	  has	  to	  be	  caught	  on	  video	  for	  online	  uploading	  and	  sharing.	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  By	  comically	  highlighting	  the	  ease	  fair	  trade	  consumption,	  we	  hope	  to	  emphasize	  just	  how	  easy	  it	  is	  to	  contribute	  to	  the	  cause.	  With	  an	  online	  video,	  it	  is	  incredibly	  easy	  for	  students	  to	  share	  this	  information	  -­‐	  not	  only	  will	  it	  be	  an	  amusing	  video	  of	  an	  unsuspecting	  student	  getting	  shocked,	  but	  it	  will	  carry	  the	  message	  about	  fair	  trade.	  	  	  COGNITIVE	  -­‐	  Educate	  people	  on	  what	  Fair	  Trade	  is	  and	  its	  ethical	  implications	  	   According	  to	  the	  ABC	  model	  of	  attitude	  formation	  first	  proposed	  by	  William	  McGuire,	  the	  last	  component	  of	  forming	  an	  attitude	  is	  cognition	  (1969).	  Once	  a	  consumer	  experiences	  the	  hedonic	  effects	  of	  a	  product	  and	  forms	  an	  emotional	  evaluation	  or	  affect,	  they	  then	  observe	  their	  behavior	  and	  solidify	  their	  beliefs	  based	  on	  how	  frequently	  they	  buy	  the	  product	  or	  perform	  the	  action.	  Finally,	  the	  consumer	  must	  be	  reminded	  to	  partake	  in	  this	  behavior,	  and	  must	  exercise	  cognitive	  effort	  in	  making	  a	  positive	  or	  negative	  evaluation	  (valence)	  and	  deciding	  how	  strongly	  they	  feel	  about	  this	  stance	  (extremity).	  For	  fair	  trade,	  this	  means	  reinforcing	  the	  value	  of	  fair	  trade,	  and	  encouraging	  repeated	  buying	  of	  fair	  trade	  products.	  1)	  Education	  From	  our	  survey,	  we	  can	  deduce	  that	  most	  UBC	  students	  perceive	  fair	  trade	  products	  as	  expensive	  (83%),	  and	  an	  alarming	  number	  of	  UBC	  students	  think	  fair	  trade	  products	  are	  lower	  quality	  than	  non-­‐fair	  trade	  products	  (36%).	  Although	  our	  marketing	  plan	  has	  so	  far	  discussed	  how	  to	  convince	  students	  to	  positively	  evaluate	  	   17	  fair	  trade	  products	  based	  on	  hedonic	  experiences	  and	  behavior	  observation,	  it	  is	  also	  important	  to	  have	  consumers	  think	  hard	  about	  why	  they	  are	  buying	  fair	  trade,	  and	  form	  good	  opinions	  based	  on	  high-­‐level	  cognitive	  processing.	  Our	  recommendation	  is	  to	  start	  a	  "Fair	  Trade	  Ambassadors"	  program,	  wherein	  a	  team	  of	  volunteers	  is	  recruited	  from	  the	  UBC	  community	  -­‐	  primarily	  first	  year	  students	  looking	  to	  gain	  volunteer	  experience	  -­‐	  to	  promote	  Fair	  Trade	  on	  campus.	  Upon	  researching	  current	  initiatives,	  we	  noticed	  that	  many	  promotions	  -­‐	  such	  as	  Fair	  Trade	  Week	  -­‐	  feature	  mostly	  older	  adults	  teaching	  students	  about	  fair	  trade,	  while	  we	  believe	  fellow	  undergraduate	  students	  would	  be	  able	  to	  relate	  with	  consumers	  better	  and	  make	  a	  more	  powerful	  impression.	  The	  Ambassadors	  can	  operate	  the	  Fair	  Trade	  food	  carts,	  promote	  contests,	  set	  up	  booths	  at	  events,	  and	  form	  word-­‐of-­‐mouth/social	  media	  buzz	  geared	  at	  educating	  UBC	  students	  on	  the	  prices	  of	  fair	  trade	  products	  (which	  are	  often	  lower	  than	  perceived),	  as	  well	  as	  the	  higher	  quality	  and	  taste.	  In	  addition	  to	  highlighting	  key	  products,	  handing	  out	  free	  samples	  would	  be	  an	  important	  component	  in	  the	  Ambassador	  portfolio,	  as	  this	  will	  convince	  consumers	  of	  the	  quality	  of	  fair	  trade	  products.	  2)	  Promote	  environmental	  benefits	  An	  interesting	  learning	  from	  our	  survey	  was	  that	  environmental	  concerns	  are	  by	  far	  the	  most	  important	  issue	  to	  UBC	  students,	  as	  44%	  of	  respondents	  reported	  "environmentalism"	  as	  the	  cause	  they	  are	  most	  passionate	  about.	  Thus,	  if	  fair	  trade	  is	  going	  to	  resonate	  with	  this	  demographic,	  it	  needs	  to	  highlight	  the	  environmental	  benefits	  as	  well	  as	  the	  social	  benefits	  of	  its	  system	  of	  certification.	  According	  to	  FLO's	  website,	  "Fairtrade	  standards	  include	  requirements	  for	  	   18	  environmentally	  sound	  agricultural	  practices,"	  including	  minimal	  use	  of	  chemicals,	  safe	  waste	  management,	  and	  no	  GMOs.	  We	  feel	  these	  aspects	  are	  crucial	  in	  getting	  consumers	  thinking	  about	  why	  they	  are	  buying	  fair	  trade	  products,	  and	  should	  be	  promoted	  much	  more	  heavily.	  This	  can	  be	  achieved	  through	  displaying	  posters	  that	  show	  these	  benefits,	  such	  as	  a	  farmer	  hugging	  a	  tree	  with	  the	  words	  "Fairtrade	  loves	  the	  environment,	  too!"	  The	  Fair	  Trade	  Ambassadors	  should	  promote	  environmental	  benefits	  in	  addition	  to	  changing	  consumer	  perceptions	  on	  the	  price	  and	  quality	  of	  fair	  trade	  products,	  and	  Fair	  Trade	  Week	  should	  be	  revamped	  to	  appear	  more	  sustainable,	  with	  reusable	  cups	  and	  plates	  instead	  of	  plastic	  ones,	  and	  a	  larger	  focus	  on	  recycling.	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	  	   19	  ONGOING	  IMPROVEMENTS	  TO	  CURRENT	  INITIATIVES	  	  Right	  now	  the	  biggest	  initiative	  done	  by	  the	  committee	  is	  the	  Fair	  Trade	  Week.	  This	  year’s	  activities	  included:  Tuesday	  February	  12	   Wednesday	  February	  13	   Thursday	  February	  14	   Friday	  February	  15	   March	  5	  ·	  	  	  	  Contest:	  Answer	  the	  following	  question	  for	  a	  chance	  to	  win	  a	  $100	  Gift	  Card	  from	  the	  UBC	  Bookstore:	  Do	  you	  plan	  to	  buy	  FairTrade	  certified	  Valentine's	  chocolates?	  ·	  	  	  	  Pick	  up	  a	  cup	  of	  Fair	  Trade	  Tea	  or	  Coffee	  or	  chocolate	  bar	  at	  any	  UBC	  Food	  Services,	  AMS	  locations	  or	  UBC	  Bookstore	  ·	  	  	  	  	  Main	  Event:	  Trade	  Fair	  inside	  Henry	  Angus,	  Birmingham	  Lounge	  ·	  	  	  	  	  Happy	  Hour:	  FREE	  samples,	  information	  and	  products	  for	  sale,	  meet	  with	  Fair	  Trade	  Vancouver,	  local	  Fair	  Trade	  vendors.	  Pick	  up	  a	  Valentine's	  gift.	  ·	  	  	  	  	  Lunch	  &	  Learn:	  HA	  337:	  What	  is	  Fair	  Trade?	  –	  2	  sessions,	  12pm	  and	  1pm	  Meet	  Zhena	  from	  Zhena's	  Gypsy	  Tea,	  learn	  the	  story	  behind	  her	  tea.	  Fair	  Trade	  Chocolate	  for	  	  Valentine’s	  at	  the	  Bookstore	  and	  Sprouts.	  EWB	  Pancake	  Breakfast	  at	  Fred	  Kaiser	  Atrium	  ·	  	  Fair	  Trade	  Banana	  and	  Chocolate	  Chips	  pancakes	  (3)	  $3	  ·	  	  Bring	  your	  own	  plate	  $2	  Flash	  Mob	  in	  the	  SUB	   We	  want	  to	  continue	  the	  Fair	  Trade	  Week	  initiative	  because	  it	  is	  a	  good	  event	  to	  raise	  awareness,	  even	  though	  past	  surveys	  have	  mentioned	  the	  lack	  of	  awareness	  there	  is	  towards	  the	  Fair	  Trade	  week.	  Past	  research	  has	  already	  found	  that	  the	  core	  	   20	  problem	  is	  the	  poor	  advertising	  prior	  to	  Fair	  Trade	  Week	  and	  therefore	  lack	  of	  participation	  in	  these	  organized	  events.	  We	  propose	  to	  make	  the	  event	  more	  than	  obvious	  for	  the	  consumer	  to	  learn	  about	  Fair	  Trade	  and	  make	  them	  feel	  involved	  with	  the	  Fair	  Trade	  Ambassadors.	  We	  want	  students	  to	  feel	  like	  they	  are	  contributing	  to	  the	  common	  good.	  	  	  PRODUCT	  RECOMMENDATIONS	  From	  our	  survey	  we	  have	  found	  that	  the	  demand	  for	  fair	  trade	  products	  can	  be	  divided	  in	  two:	  the	  65%	  of	  Loyalists,	  who	  demand	  other	  types	  of	  Fair	  Trade	  products	  like	  Vegetables,	  fruits,	  jewellery	  and	  clothes,	  while	  the	  knowledge	  seekers	  on	  the	  other	  hand	  ask	  for	  products	  that	  are	  already	  available	  as	  Fair	  Trade	  on	  campus	  like	  coffee	  -­‐	  Starbucks	  coffee	  specifically	  -­‐	  tea	  and	  chocolate.	  Since	  the	  knowledge	  seekers	  are	  a	  huge	  majority	  of	  the	  consumers,	  we	  recommend	  that	  awareness	  has	  to	  increase	  among	  students,	  and	  they	  have	  to	  know	  what	  they	  are	  supporting	  every	  time	  they	  buy	  a	  coffee	  on	  campus	  and	  what	  they	  are	  giving	  up	  when	  they	  decide	  to	  go	  to	  the	  competition	  (Tim	  Hortons),	  so	  as	  a	  final	  recommendation	  we	  believe	  that	  there	  has	  to	  be	  a	  significant	  change	  in	  the	  way	  they	  advertise	  Fair	  Trade	  for	  new	  products	  to	  be	  offered	  and	  therefore	  increase	  sales	  of	  these	  particular	  products	  substantially.	  	  	  	  	  	  	   21	  MARKETING	  COMMUNICATIONS	  STRATEGY	  For	  this	  campaign,	  we	  have	  developed	  a	  media	  plan	  from	  September	  2013	  –	  May	  2014	  (figure	  Media	  Plan)	  which	  shows	  the	  ideal	  time	  to	  implement	  each	  suggested	  media	  type.	  In	  terms	  of	  two-­‐way	  communication,	  we	  recommend	  using	  popular	  social	  media	  outlets	  such	  as	  Facebook	  and	  Twitter.	  It	  is	  important	  to	  note	  that	  these	  sites	  need	  to	  be	  properly	  managed	  and	  updated	  on	  a	  daily	  basis	  in	  order	  to	  gain	  and	  retain	  followers	  –	  social	  media	  management	  systems	  like	  HootSuite	  are	  highly	  recommended	  for	  this	  purpose.	  We	  put	  more	  focus	  at	  the	  beginning	  of	  the	  school	  year	  in	  September	  since	  there	  are	  a	  number	  of	  orientation	  programs	  and	  events	  going	  on	  at	  this	  time.	  With	  so	  many	  new	  students	  coming	  in	  during	  September,	  we	  see	  this	  as	  an	  excellent	  opportunity.	  We	  would	  also	  suggest	  more	  emphasis	  during	  February	  –	  assuming	  Fair	  Trade	  Week	  will	  be	  held	  around	  this	  time.	  The	  additional	  media	  types	  during	  these	  periods	  include	  videos,	  contests,	  samples,	  and	  event	  signage.	  Fair	  trade	  print	  advertisement	  should	  be	  up	  in	  various	  retail/food	  outlets	  year	  round	  as	  well.	   BEHAVIOURAL	  FORECAST	  There	  are	  three	  components	  to	  behavioral	  forecasting:	  impact,	  penetration,	  and	  probability.	  The	  potential	  impact	  of	  increasing	  awareness	  and	  purchasing	  of	  Fair	  Trade	  products	  at	  UBC	  is	  quite	  huge,	  given	  the	  sheer	  size	  of	  our	  university.	  With	  56,000	  students	  (including	  full	  and	  part-­‐time),	  UBC	  could	  make	  strong	  headway	  in	  the	  movement	  to	  get	  more	  Fair	  Trade	  products	  available	  in	  Canada.	  In	  addition,	  our	  reputation	  as	  a	  leader	  in	  sustainability	  fits	  well	  with	  the	  goals	  of	  Fair	  Trade,	  and	  	   22	  increased	  support	  for	  the	  certification	  on	  campus	  would	  translate	  into	  an	  improved	  global	  reputation	  for	  the	  institution	  as	  a	  whole.	  In	  terms	  of	  penetration,	  or	  potential	  increase	  in	  uptake	  of	  the	  behavior,	  we	  estimate	  that	  our	  plan	  would	  result	  in	  a	  60%	  increase	  in	  target	  user	  awareness	  within	  one	  year,	  and	  increase	  sales	  of	  Fair	  Trade	  products	  by	  45%	  in	  the	  following	  year.	  These	  figures	  are	  based	  on	  overwhelmingly	  positive	  responses	  from	  our	  survey,	  including	  the	  desire	  to	  learn	  more	  about	  Fair	  Trade	  and	  willingness	  to	  buy	  other	  Fair	  Trade	  products.	  Finally,	  the	  exact	  probability	  of	  this	  uptake	  occurring	  is	  difficult	  to	  predict,	  as	  this	  would	  involve	  complex	  statistical	  calculations.	  However,	  given	  these	  positive	  responses,	  in	  addition	  to	  the	  fact	  that	  many	  UBC	  students	  consider	  “environmentalism”	  and	  “global	  inequality”	  to	  be	  the	  most	  pressing	  social	  issues,	  we	  believe	  the	  probability	  of	  uptake	  is	  high.	  	  ECOLOGICAL	  FOOTPRINT	  The	  ecological	  footprint	  of	  increased	  Fair	  Trade	  awareness	  and	  purchasing	  is	  actually	  negative,	  meaning	  less	  than	  one	  planet	  would	  be	  required	  to	  sustain	  this	  activity.	  This	  is	  partially	  due	  to	  the	  aforementioned	  benefits	  to	  the	  environment	  stemming	  from	  Fair	  Trade	  certification,	  including	  reduced	  use	  of	  chemicals	  and	  GMOs.	  According	  to,	  “the	  99.2%	  of	  Fairtrade	  products	  that	  entered	  the	  UK	  by	  ship	  were	  responsible	  for	  just	  .03%	  of	  UK	  food	  mile	  emissions	  and	  0.001%	  of	  total	  UK	  carbon	  emissions	  in	  2005.”	  Clearly,	  Fair	  Trade	  goes	  beyond	  raising	  the	  wages	  of	  labourers	  and	  farmers	  in	  developing	  countries,	  and	  its	  benefits	  extend	  well	  into	  the	  realm	  of	  environmental	  sustainability.	  	   23	  OVERALL	  PROS	  AND	  CONS	             Our	  implementation	  strategy	  will	  definitely	  help	  the	  UBC	  Fair	  Trade	  department	  with	  raising	  awareness	  about	  the	  significance	  of	  fair	  trade	  and	  increasing	  sales	  of	  fair	  trade	  products	  within	  campus.	  The	  video	  our	  group	  recommended	  will	  catch	  the	  attention	  of	  UBC	  students	  online	  and	  spread	  throughout	  the	  campus	  and	  also	  the	  lower	  mainland.	  We	  want	  to	  raise	  the	  awareness	  of	  fair	  trade,	  and	  get	  people	  talking	  about	  it	  and	  get	  them	  interested	  to	  learn	  more	  about	  the	  social	  issue	  at	  hand.	  We	  also	  believe	  that	  by	  allowing	  students	  who	  are	  hesitant	  to	  consume	  fair	  trade	  product	  an	  opportunity	  to	  do	  so	  at	  a	  cheaper	  price,	  they	  will	  be	  pleasantly	  surprised	  at	  the	  quality	  of	  the	  products	  and	  be	  more	  inclined	  to	  purchase	  them	  at	  full	  price	  in	  the	  future.	  If	  the	  Fair	  Trade	  department	  follows	  up	  the	  last	  two	  initiatives	  with	  a	  plan	  to	  educate	  students	  on	  campus	  about	  the	  social	  implications	  of	  fair	  trade,	  it	  will	  help	  them	  understand	  why	  this	  is	  such	  an	  important	  issue,	  and	  increase	  their	  willingness	  to	  purchase	  fair	  trade	  products	  and	  their	  awareness	  level	  of	  fair	  trade	  even	  more.	  	  Despite	  the	  positive	  incentives	  related	  to	  our	  overall	  strategy,	  there	  are	  always	  some	  unfavorable	  effects	  to	  plans.	  Firstly,	  it	  will	  cost	  the	  department	  money	  to	  create	  a	  video,	  sell	  products	  at	  a	  cheaper	  price	  and	  to	  educate	  students	  around	  campus.	  The	  Fair	  Trade	  department	  will	  have	  to	  invest	  into	  this	  strategy	  for	  it	  to	  really	  work.	  Also,	  people	  may	  associate	  the	  discounts	  of	  fair	  trade	  products	  to	  low	  quality	  if	  the	  whole	  plan	  is	  not	  explained	  to	  UBC	  students	  properly.	  	  	  	   24	  IMPLEMENTATION,	  CONTROLS	  AND	  EXECUTION	  	   Our	  plan	  is	  to	  see	  a	  big	  push	  at	  the	  beginning	  of	  the	  semester	  in	  September	  with	  the	  video	  and	  pins	  and	  symbols,	  and	  initiatives	  such	  as	  “Fair	  Trade	  happy	  hour”	  and	  the	  Fair	  Trade	  food	  cart	  operate	  on	  a	  consistent	  basis	  throughout	  the	  school	  year	  to	  constantly	  remind	  people	  about	  Fair	  Trade	  and	  the	  different	  products	  available	  on	  campus.	  Advertisements	  to	  profile	  farmers	  that	  are	  benefitting	  from	  fair	  trade	  and	  any	  other	  educational	  posters	  should	  be	  visible	  around	  campus	  all	  year	  long	  to	  emphasize	  the	  importance	  of	  Fair	  Trade	  to	  students.	  	   At	  the	  beginning	  of	  the	  semester,	  symbols	  and	  pins	  to	  signify	  that	  a	  person	  is	  a	  Fair	  Trade	  supporter	  should	  be	  distributed	  for	  1	  week	  for	  every	  Fair	  Trade	  coffee	  that	  is	  purchased.	  This	  will	  allow	  purchasers	  to	  know	  that	  they	  bought	  a	  Fair	  Trade	  good	  and	  be	  proud	  of	  their	  actions,	  while	  other	  people	  will	  see	  those	  pins	  everywhere	  and	  get	  curious	  and	  try	  to	  find	  more	  information	  on	  Fair	  Trade	  and	  where	  to	  purchase	  Fair	  Trade	  products.	  They	  will	  be	  distributed	  by	  servers	  as	  they	  hand	  out	  each	  coffee	  order,	  and	  quickly	  explain	  what	  the	  pins	  mean	  and	  encourage	  people	  to	  put	  it	  on	  their	  bags	  and	  show	  it	  off.	  We	  also	  propose	  that	  the	  fun	  video	  to	  celebrate	  a	  Fair	  Trade	  coffee	  purchase	  be	  filmed	  at	  the	  beginning	  of	  the	  year	  and	  be	  put	  on	  Youtube	  as	  soon	  as	  possible	  and	  advertise	  it	  online	  as	  much	  as	  possible	  to	  get	  people	  to	  watch	  it	  and	  talk	  about	  Fair	  Trade	  with	  their	  peers.	  Film	  students	  at	  UBC	  who	  are	  eager	  to	  help	  out	  the	  department	  promote	  film	  Fair	  Trade	  should	  create	  this	  video	  and	  consult	  with	  the	  Fair	  Trade	  Committee	  in	  regards	  to	  content	  and	  the	  different	  ways	  to	  market	  it.	  Advertisements	  to	  personify	  farmers	  who	  will	  benefit	  from	  Fair	  Trade	  should	  be	  created	  by	  an	  advertising	  agency	  with	  the	  input	  of	  the	  	   25	  Fair	  Trade	  Committee,	  and	  be	  placed	  around	  the	  SUB	  and	  in	  other	  busy	  areas	  all	  year	  long.	  These	  posters	  should	  be	  concise	  and	  include	  information	  that	  will	  help	  people	  understand	  the	  difference	  they	  will	  be	  able	  to	  make	  by	  purchasing	  a	  Fair	  Trade	  product.	  “Fair	  Trade	  Happy	  Hour”	  will	  be	  operated	  by	  Food	  Services	  and	  be	  placed	  by	  the	  newly	  created	  water	  fountains	  by	  the	  bookstore	  and	  in	  between	  the	  Henry	  Angus	  building	  and	  Koerner	  Library,	  where	  there	  seems	  to	  be	  the	  most	  traffic	  on	  campus.	  It	  will	  mainly	  serve	  coffee,	  but	  also	  carry	  other	  Fair	  Trade	  products	  such	  as	  bananas	  and	  chocolate	  bars.	  Initially,	  we	  would	  like	  to	  see	  the	  food	  carts	  operate	  on	  a	  daily	  basis,	  but	  if	  sales	  cannot	  cover	  the	  costs	  of	  running	  the	  food	  carts	  on	  bad	  weather	  days,	  then	  they	  should	  only	  be	  used	  from	  September	  to	  October,	  then	  be	  utilized	  again	  from	  March	  to	  May.	  	  We	  also	  believe	  that	  Fair	  Trade	  Week	  should	  still	  continue	  on	  an	  annual	  basis	  for	  a	  year.	  We	  propose	  that	  it	  still	  occurs	  in	  February,	  but	  before	  it	  happens,	  the	  Fair	  Trade	  Committee	  should	  heavily	  promote	  it	  with	  posters	  around	  the	  SUB	  food	  outlets.	  	   We	  will	  measure	  success	  with	  a	  few	  different	  methods.	  Firstly,	  we	  believe	  that	  the	  Fair	  Trade	  Committee	  should	  conduct	  a	  survey	  to	  random	  UBC	  students	  on	  campus	  and	  ask	  them	  if	  they	  know	  anything	  about	  Fair	  Trade	  and	  the	  university’s	  efforts	  to	  promote	  it	  to	  students,	  before	  and	  after	  the	  marketing	  initiatives	  to	  see	  if	  there	  were	  any	  significant	  changes	  in	  knowledge	  about	  Fair	  Trade.	  The	  committee	  should	  also	  measure	  and	  track	  sales,	  and	  to	  see	  if	  increases	  or	  stays	  about	  the	  same	  throughout	  the	  year.	  	  	  	   26	  APPENDICIES	  RESEARCH	  DATA	  Do	  you	  ever	  buy	  Fair	  Trade	  products	  on	  campus?	  (graph	  1)	  #	   Answer	   	  	  	  Response	   %	  1	   Yes	   	   	  	  25	   25%	  2	   Unsure	   	   	  	  40	   40%	  3	   No	   	   	  	  36	   36%	  	   Total	   	   100	   100%	  	  What	  Fair	  Trade	  products	  do	  you	  currently	  purchase	  on	  campus?	  (Check	  all	  that	  apply)	  (graph	  2)	  	   #	   Answer	   	  	  	  Response	   %	  1	   Coffee	   	   	  	  22	   63%	  2	   Tea	   	   	  	  10	   29%	  3	   Chocolate	   	   	  	  3	   8%	  4	   Other	   	  	  	  0	   0%	  	  Where	  do	  you	  purchase	  Fair	  Trade	  products	  on	  campus?	  (Check	  all	  that	  apply)	  (graph	  3)	  	   #	   Answer	   	  	  	  Response	   %	  1	   SUB	   	   	  	  12	   60%	  2	   Bookstore	   	   	  	  5	   25%	  3	   Other	  UBC	  Food	  Services	  outlets	  (Sauder	  Exchange,	  Ike's,	  etc)	   	   	  	   11	   55%	  	  	  	  	   27	  Why	  don’t	  you	  buy	  Fair	  Trade	  products	  on	  campus?	  (Check	  all	  that	  apply)	  (graph	  4)	  	  #	   Answer	   	  	  	  Response	   %	  1	   I	  don’t	  know	  what	  Fair	  Trade	  is	   	   	   	   18	   18%	  2	   Too	  Expensive	   	   	  	   86	   86%	  3	   I	  don’t	  care	  if	  products	  are	  Fair	  Trade	   	  	   	   2	   2%	  4	   Lower	  quality	  than	  non-­‐	  Fair	  Trade	  products	  	   	  	  36	   36%	  5	   Unable	  to	  find	  Fair	  Trade	  products	  on	  campus	   	   	   	   20	   20%	  	  Which	  of	  these	  would	  make	  you	  more	  likely	  to	  buy	  Fair	  Trade	  products	  on	  campus?	  (Check	  all	  that	  apply)	  (graph	  5)	  	  #	   Answer	   	  	  	  Response	   %	  1	  More	  knowledge	  about	  Fair	  Trade	  and	  its	  impact	   	   	   	   28	   28%	  2	   Lower	  Price	   	   	  	  20	   20%	  3	   Better	  quality/	  taste	   	   	  	   50	   50%	  4	   Easier	  to	  find	   	   	  	  20	   20%	  5	   Better	  variety	  of	  Fair	  Trade	  products	  offered	   	   	   	   3	   3%	  	  	   28	  Which	  of	  these	  causes	  are	  you	  most	  passionate	  about?	  (graph	  6)	  	   #	   Answer	   	  	  	  Response	   %	  1	   Environmentalism	   	   	  	  44	   44%	  2	   Global	  Inequality	   	   	  	  32	   32%	  3	   Domestic	  Poverty	   	   	  	  16	   16%	  4	   Aboriginal	  Issues	   	  	  	  1	   1%	  5	   Women's	  Rights/	  Feminism	   	   	   	   4	   4%	  6	   Other	   	   	  	  4	   4%	  	   Total	   	   100	   100%	  	  PICTURES	  	    Example	  of	  proposed	  food	  cart	  	  	  	  Current	  signage	  above	  “Blue	  Chip	  Cookies”	  promoting	  organic	  and	  Fair	  Trade	  coffee	  	   29	  	  MEDIA	  PLAN	  	  	  	  	  	   	   	   	  FINANCIAL	  FORECAST	   	   	   	  	   	   	   	  CAMPUS-­‐WIDE	   	   	   	  Hours Breakdown     	  	  # of fair trade stores at UBC   21 # of labour units per store unit    3 # of people in entire labour force   63 # of hours all fair trade stores are opened (daily)   1323 Anticipated # of weeks worked per year    50 Total # of hours worked per year   66150     Revenue        Average price of FT item  	   	   $2.00 Estimated turnover per hour 	   	   30 Revenue per hour 	   	   60  	   	    Total Revenue (yearly) 	   	   $3,969,000.00 Revenue per store 	   	   $189,000.00  	   	    AFFECT STRATEGY 	   	    IMPLEMENTATION	   	   	    Costs       Coffee sleeves    $400.00 Promo video costs (confetti, banner)   $150.00 Posters   $250.00     Total Cost per cart (yearly)   $800.00  	   	   	  	   30	  BEHAVIOUR STRATEGY 	   	   	  FT	  CART	  IMPLEMENTATION	   	   	   	  Hours Breakdown     	  	  # of fair trade carts   1 # of labour units per store unit    1 # of people in entire labour force   1 # of hours all fair trade stores are opened (daily)   4 Anticipated # of weeks worked per year    12 Total # of hours worked per year   336     Revenue        Average price of FT item 	   	   $2.00 Estimated turnover per hour 	   	   15 Revenue per hour 	   	   30  	   	    Total Revenue (yearly) 	   	   $10,080.00 Revenue per store 	   	   $10,080.00 	   	   	   	  Costs       Bicycle food cart with cooler   $1,500.00 Cash register   $160.00 Hot water dispenser (3)   $195.00 Paper bags, napkins, cups   $250.00     Total Cost per cart (yearly)   $2,105.00 	   	   	   	  COGNITIVE STRATEGY 	   	   	  FAIR	  TRADE	  AMASSADOR	  PROGRAM	   	   	   	  Costs       Gifts for Fair Trade Ambassadors at end-of-year gala   $100.00 Food samples throughout the year   $250.00 Posters   $50.00 Volunteer graphic design   $25.00     Total Cost per cart (yearly)   $425.00 	   BIBLIOGRAPHY	  Badiei,	  S.,	  DeRose,	  K.,	  Jung,	  Y.,	  Liu,	  L.,	  Wong,	  P.,	  &	  Yu,	  H.	  (2012).	  UBC	  Fair	  Trade	  Week	  Survey	  Results.	  UBC	  Social	  Ecological	  Economic	  Development	  Studies	  (SEEDS)	  Student	  Report,	  1.	  Retrieved	  March	  26,	  2013,	  from­‐350_UBCFairTradeWeek_Group%204_CFSP_FINAL.pdf	  	  	   31	  Does	  Fairtrade	  =	  Environmentally	  Friendly?	  -­‐	  Cooperative	  Coffees.	  (n.d.).	  Welcome	  to	  Cooperative	  Coffees	  -­‐	  Cooperative	  Coffees.	  Retrieved	  March	  26,	  2013,	  from­‐fairtrade-­‐environmentally-­‐friendly	  	  Fair	  Trade	  Week.	  (n.d.).	  UBC	  Food	  Services.	  Retrieved	  March	  26,	  2013,	  from­‐trade-­‐week	  	  Infographic:	  What	  is	  the	  real	  impact	  of	  Fair	  Trade?	  |	  Fair	  Trade	  USA.	  (2012,	  August	  7).	  Fair	  Trade	  USA	  |	  Every	  Purchase	  Matters.	  Retrieved	  March	  26,	  2013,	  from­‐real-­‐impact-­‐of-­‐fair-­‐trade	  	  McGuire,	  W.J.	  (1969).	  The	  nature	  of	  attitudes	  and	  attitude	  change.	  In	  The	  Handbook	  of	  Social	  Psychology,	  eds,	  G.	  Lindzey,	  E	  Aronson,	  3:	  136-­‐314.	  Reading,	  MA:	  Addison-­‐Wesley.	  	  UBC	  named	  Canada’s	  first	  Fair	  Trade	  Campus	  -­‐	  UBC	  Public	  Affairs.	  (2011,	  May	  5).	  	  UBC	  Public	  Affairs.	  Retrieved	  March	  26,	  2013,	  from­‐named-­‐canada%E2%80%99s-­‐first-­‐fair-­‐trade-­‐campus/	  


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