..., and that sales are quickly growing: 22 per cent in 2001 and 2002, and over 42 per cent in 2003. Switzerland and the UK are the largest markets by volume; Belgium, France, Italy, and the US are the fastest growing markets (Worldshops, 2005). EFTA states that 60 per cent of fair‐trade and other sustainable...

... appeal. Basic ad evoked feelings are very similar in both groups. On the other hand, some differences are observed. Erotic ads do a better job in Poland than in Belgium. An evoked irritation leads to negative communication effects only in Belgium, but not in Poland. Polish consumers seem to rely more...