Ethical Branding Case of Divine 'Literature Review' chapter

Excerpt from 'Literature Review' chapter :

The business is also becoming one of the leading companies and a well-known case study of the fair trade principles within the market. The business is also creating a noble image within the target market through its efforts of creating awareness for paying the fair price to its coca producers. The image created by the business is significantly affecting its brand image as an ethical brand. The research of Britain (2007) is also evident of the findings presented above.

USA consumer attitudes:

According to Ma (2007) the consumers in United States are also familiar with the fair trade attitudes and principles. The young consumers are highly likely to purchase products that are manufactured by the businesses incorporating fair trade principles. The consumers of young age group prefer to value the contributions of manufacturers towards fair trade principles (Gropel, 2012). The graduates and educated high income group is also tilted towards adoption of the products that are sold according to the fair trade principles. The consumers of food items especially coffee are among the highest in the country that are likely to adopt fair trade products. The consumption of coffee within United States is high among young and educated high income group individuals (Doole & Lowe 2008).

The likelihood of consumption of coffee brands along with other food items including chocolate and confectionery are also observed as increasing in terms of their presence and availability. The awareness is also created through usage of internet and various marketing techniques used by the companies upholding the ethical practices similar as fair trade principles. The contribution of various food business organizations for promoting fair trade as business principles cannot be undermined. Divine chocolate is also one of the major contributors of the society as they have entered various markets including United Kingdom and United States with an aim to promote their products for fair trade principles (Millard, 2007). The usage of coca for manufacturing chocolate is procured according to the principles of fair trade and as stated earlier they also offer share of the final products to the producers of raw materials in their case coca (Doole et al. 2008).

Purchasing fair trade chocolate (Divine chocolate):

According to Krier (2008) the average spending within the European market for fair trade products is at an average of Euro 21 per person. The spending level on unethical food items is high however the awareness created with the communities is likely to affect the level of sales in coming years. Similarly another developed market is United States and the companies are witnessing that the change in consumer attitudes. The research Zezza and Tasciotti (2010) provides a detailed view of the consumer attitudes towards fair trade. The survey conducted for the current research is also evident that the consumers are attracted towards the fair trade principles however the socio-economic factors are also considerable. The business following fair trade principles for production and marketing of their products are required to adopt competitive pricing strategy. The case of Divine Chocolate is successful as it provides a rational ground for its customers to purchase products that are widely competitive in their pricing strategy.

The consumers in United States are also attracted to the products as the company is selling its products within the main stream products line at competitive pricing. The initial selling of the brand was through specialty stores and selected outlets which did not bring effective results. The successful marketing of the products within United Kingdom market are followed through the U.S. market and it is observed that similar results are expected within U.S. market. The market attitudes and consumer behavior within United States market is also similar to other European markets. The Fair trade food consumption in United States is also highly in conformance with the international markets consisting of developed countries. The role of customer and trader's awareness is also significant. The awareness created through multiple marketing and branding techniques is vital for successful sales of fair trade food products.

Comparison of attitudes:

The research Rezitis (2011) describes the consumer behaviors in terms of the food products as they are more likely to be influenced by the attributes of personal preferences. The food consumption within a country is also influenced by the socio-economic factors. The businesses are also likely to adopt techniques for marketing their products that are in line with the consumer preferences. The consumer of high economic stability is likely to increase per capita consumption. The developed worlds including United States and United Kingdom are likely to share similar values and attitudes in food consumption as compared with the under developed and developing countries. The comparison of the attitudes towards fair trade within U.S. And UK reveals following results.

Consumer attitudes of both markets represent similar values in terms of fair trade food products. The young and educated class of both markets is similar in terms of their economic attitudes. The overall economic conditions of the markets are similar however the governmental system is different. The United Kingdom government is likely to take part in creating awareness whereas the U.S. government enables the business to create awareness. The non-governmental organizations within U.S. are more likely to create awareness among consumers. The Divine Chocolate in United States had entered the market through specialty stores which could not bring results. The research Clarke, Barnett, Cloke, and Malpass (2007) is also confirms the survey results and comparisons presented in the above sections.

Purchase intentions are found to be similar within both markets as the consumers are likely to buy products according to their preferences. The cost and value of the food products are notable concerns however the awareness regarding the usage of ethical products has created a difference among common consumers. The usage of food and clothing are major contributors towards consumer attention. The usage of fair trade principles motivates the consumers to purchase products with high ethical values. However the cost of these products should also be in line with the major brands in the market.

USA and UK consumers towards fair trade chocolate purchasing:

The United Kingdom and United States consumers are among notable countries with increased awareness regarding the fair trade products. The businesses have also adopted an active marketing and branding strategy for these countries along with other European nations. The increased focus on ethical manufacturing practices for food industry is one of the major factors in creating a stable market of fair trade food products. The initiation of fair trade coffee is one of the notable movements in United Sates and it has largely influenced the educated youth of the country to consume products with high ethical values.

The consumers in United Kingdom are segregated in terms of their age group, geographic locations, and income groups. The effects of awareness created to increased usage of fair trade principles for consumption of food products has influenced females of educated and high income groups. The Divine Chocolate is also notable in terms of its applicability for the similar pricing structure and effective marketing techniques. The consumers are not compromised on the basis of product quality and price. It has placed the product in leading position for ethical food manufacturer and distributor. The product also takes advantage of the awareness created within the market through governmental and community sources.

Research Methodology:

The research methodology is adopted to cater the qualitative and quantities paradigms provide a detailed view of the local market (United Kingdom) and foreign market (United States). The primary and secondary research is conducted to understand the impact of market awareness and consumption of the ethical food product especially Divine Chocolate. The secondary research is conducted through peer reviewed journals, books, and researches of various scholars. The sources of the research are academic in nature and ethical considerations of providing the academic sources are also fulfilled according to the requirements.

A qualitative research survey is designed in order to gain the structured information from the local market and it is conducted through personal sources. E-mail is used to survey United States market. The survey results are analyzed in accordance with research parameters. The closed ended structured questions are asked in order to assess the applicability within the local and foreign market. The primary research is also performed according to the ethical requirements and anonymity of the interviews and interviewer is also maintained. The results of the interview and survey are interpreted according to the preset criterion and the findings are presented as a comparison of the consumer attitudes in United States and United Kingdom markets.


Britain, G 2007, Fair trade and development: seventh report of session 2006-07, Vol. 2: Oral and written evidence (Vol. 356), Stationery Office, United Kingdom.

Clarke, N, Barnett, C, Cloke, P & Malpass, a 2007, the political rationalities of fair-trade consumption in the United Kingdom, Politics & Society, Vol. 35, No. 4, pp. 583-607.

De Pelsmacker, P, Driesen, L & Rayp, G 2005, Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffe, Journal…

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