( ISSN 2277 - 9809 (online) ISSN 2348 - 9359 (Print) ) New DOI : 10.32804/IRJMSH

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FAIR TRADE CONSUMER IN INDIA – AWARENESS LEVEL AND REASONS FOR BUYING FAIR TRADE PRODUCTS

    3 Author(s):  MS. BHARTI MOITRA,DR. SOUGATA BANERJEE,DR. BANHI JHA

Vol -  14, Issue- 2 ,         Page(s) : 236 - 252  (2023 ) DOI : https://doi.org/10.32804/IRJMSH

Abstract

This paper investigates the awareness level of Fair Trade consumers in India, their motivations for buying Fair Trade products and their willingness to pay a higher price for such products. Fair Trade is a movement that aims to improve the livelihood opportunities and income of marginalized producers in developing countries, through better prices and working conditions. The study uses both quantitative and qualitative research methods, with data collected from 190 Fair Trade consumers in India.

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