| Abstract: | Recently, there has been a significant increase in the market for fair trade products. However, there is a discrepancy between the stated purchase intention of consumers and their actual purchase behaviour with respect to fair trade. This article takes an operational and strategic view of this issue and argues that one significant reason for this lies in the limited range of fair trade products currently available. Next, a strategic framework for fair trade new product development is presented and explored. Finally, key operational criteria for fair trade product selection are discussed using a case study example to support the conclusions. |
