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UBC Fair Trade report An, Charles; Andrade, Marisol; Lee, Jacqueline; Lin, Kathy; Ng, Jackson; Shaw, James
Abstract
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. 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.”
Item Metadata
Title |
UBC Fair Trade report
|
Creator | |
Contributor | |
Date Issued |
2013-04-04
|
Description |
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. 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.”
|
Genre | |
Type | |
Language |
eng
|
Series | |
Date Available |
2014-05-21
|
Provider |
Vancouver : University of British Columbia Library
|
Rights |
Attribution-NonCommercial-NoDerivs 2.5 Canada
|
DOI |
10.14288/1.0108509
|
URI | |
Affiliation | |
Campus | |
Peer Review Status |
Unreviewed
|
Scholarly Level |
Undergraduate
|
Rights URI | |
Aggregated Source Repository |
DSpace
|
Item Media
Item Citations and Data
Rights
Attribution-NonCommercial-NoDerivs 2.5 Canada