Research Paper on:
Why has Fair Trade Chocolate Failed to Become a Top Selling Chocolate Bar; A Research Proposal

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COMPETE 7 2.3 THE CO-OP FAIR TRADE CHOCOLATE 9 2.4 THE PURCHASE DECISION 10 3. METHODOLOGY 13 4. SCHEDULE 14 REFERENCES 16 1. Introduction There has been increasing awareness of fair trade  issues; many firms have been able to develop a competitive advantage using their fair trade or ethical credentials, firms such as the Body Shop have established themselves on this ethical  platform. Other firms have started to adopted fair trade practices, if only in a few of their items, as seen with the recent announcement of Starbucks to use Rainforest Alliance  certified suppliers for some of the coffee purchases. This should indicate that there is a demand for ethical standards to be applied in terms of fair trade goods. However, despite  this, fair trade goods are not best sellers. The influence appears to be present in the market; but if it is present why do fair trade goods not outsell the  traditional comparable goods? There are many examples of this, but one good example is that the Co-op, well known for its ethical practices and the use of many fair trade  practices; not only for finished goods, but also as ingredients in the own brand product. One own brand product is the Fair Trade chocolate. This is a high quality chocolate,  that is called Fair Trade and has very clear messages, it is placed near the well known brands on the shelf, yet a simple observation of the shoppers reveals that  the traditional chocolate bars are more popular and more likely to be chosen, even though they are in similar price and taste. 1.1 Research Question  If the ethical fair trade chocolate is not outselling traditional chocolate, despite its apparent advantage of offering consumers an additional benefit, which fits in with what research