... appreciation. Four different generations are studied – baby boomers (above 55 years), pre-millennial or Generation X (41–55 years), millennial or Generation Y (23–39 years) and post-millennial or Generation Z (below 23 years). Design/methodology/approach The collected data is analyzed in two stages. First...

...Ebony Benson; Kim Y. Hiller Connell Purpose – The purpose of this study is to expand the knowledge base of Baby Boomers’ attitudes, behaviours and perceived barriers related to fair trade purchasing. Design/methodology/approach – This study included 168 Baby Boomers. Data were collected...