UBC Undergraduate Research

Fair Trade UBC Bains, Sanjeet; Alemzadeh, Beyonca; Cummings, Yooji; Deo, Puneet; Kolesnikov, Andrey; Lallany, Natasha

Abstract

The University of British Columbia’s Fair Trade initiative has been an important aspect in their community. There are four primary divisions under UBC who serve as the ambassadors of this initiative: UBC Social Ecological Economic Development Studies (SEEDS), the UBC Bookstore, Student Housing and Hospitality Services and the Alma Mater Society (AMS). Currently, these four divisions offer an array of Fair Trade products across various outlets on their campus, while educating the local community through a variety of media outlets. Our main objective is to increase exposure, awareness, purchasing habits and knowledge of Fair Trade products within the UBC community. This could be achieved through analyzing UBC’s current practices and marketing techniques, as well as conducting primary research that would provide key information to the target market. Our recommendations are heavily reliant on our primary research data, which indicates that the target market has misconceptions of Fair Trade along with a low exposure, awareness and purchasing habits towards Fair Trade products available at UBC. We have provided key messaging techniques through various communication channels that will provide an increase in awareness, support and sales towards UBC Fair Trade products and practices within a limited budget. [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.”]

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Attribution-NonCommercial-NoDerivatives 4.0 International

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