| Résumé |
Abstract: "Branding plays a large role in the consumers they draw in as well as the audience to which they market (Bookman, 2013). Our research took this concept and extended it to the UBC Brand of Fair Trade Coffee with the intention of marketing Fair Trade successfully to UBC students. Our research questions whether coffee is rooted in identity, and whether it is a factor that influences UBC students’ desire to purchase fair trade coffee. In our study, we surveyed 102 UBC students who self-identified as coffee drinkers. In our control condition, participants chose between sleeves with a Starbucks logo, a Tim Hortons logo, or the current UBC Fair Trade logo. In the experimental condition, participants were asked to choose between the sleeves with a Starbucks logo, a Tim Hortons logo, and a newly designed Fair Trade coffee sleeve with an original ‘UBC Thunderbirds’ logo. We associated the students’ sense of identity with the Thunderbird logo and hypothesized that this fair trade coffee brand would increase likelihood that students should choose fair trade coffee. After reviewing the results, our hypothesis was disconfirmed, as people were less likely to choose the UBC Thunderbirds sleeve in comparison to the control condition."
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CDTM de Paris
Centre de ressources sur le commerce équitable
