Ethical Consumerism: The Case Of “Fairly–Traded” Coffee

Bird, Kate; Hughes, David

doi:10.1111/1467-8608.00063

Cited by 127 publications

(83 citation statements)

References 1 publication

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“…Many papers on fair trade are normative (Moore, 2004;Reynolds, 2002;McDonagh, 2002) and the few which are empirical cover a range of topics from outside of the organisational context, for example Strong (1996Strong ( , 1997 and Bird and Hughes (1997).…”

Section: Methodsmentioning

confidence: 99%

Alliances and Networks: Creating Success in the UK Fair Trade Market

Davies

2008

J Bus Ethics

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Data from a longitudinal study into the key management success factors the fair trade industry, provides insights into the essential nature of inter-organisational alliances and networks in creating the profitable and growing fair trade market in the UK.Drawing on three case studies and extensive industry interviews, we provide an interpretive perspective on the organisational relationships and business networks, and the way in which these have engendered success for UK fair trade companies. Three types of benefit are derived from the networks, Competitive Developments through virtual integration the organisations remain flexible and small whilst projecting size to the market, Intellectual Developments through the sharing of intellectual capital with a diverse network of organisations in many fields, and Ideological Developments through an Ideological Network of like minded individuals the companies can protect themselves from the assimilation of the original purpose of fair trade, to help the developing world. However, relative success at leveraging these benefits is influenced by three managerial factors, Partner Choice, Partner Use and Partner Management. Key WordsFair trade Commercialisation Alliances and networks Ideology IntroductionThe fair trade movement sprang from a desire to encourage community development in some of the most deprived areas of the world (Brown, 1993). Fair trade is achieved through the "application, monitoring and enforcement of a fair trade supply agreement 3 and code of conduct typically verified by an independent social auditing system" (Crane and Matten, 2004: p.333). Despite its public perception of being almost like a charity (Mintel, 2004), many fair trade organisations are, in-fact, profit seeking organisations (Davies and Crane, 2003, Moore, 2004). Similarly brands are now aimed at targeting mainstream customer groups and compete head-to-head for shelf space with major retail brands (Low and Davenport, 2006;Moore, 2004; Nichols and Opal, 2005;Wilkinson, 2007). Therefore despite distribution of profits (and supply chains) differing from many businesses within their markets the processes of marketing, sales and logistics are, in principle, identical to other small, social entrepreneurial start up companies (see Mair, Robinson and Hockerts, 2006;Davies, 2007). This paper investigates the importance of inter-organisational alliances and networks in creating the profitable and growing fair trade market in the UK. Drawing on three case studies, data from longitudinal participant observation, interviews and secondary sources provide an interpretive perspective on the organisational relationships and business networks. Focusing on the benefits that accrue from networked partnerships, not the structure of these partnerships, the contribution of this paper is to bring the importance of these networks to the fore in future fair trade discussions. This research uncovers that alliances and inter-company networks have been purposefully embedded in the fair trade industry since it...

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Section: Methodsmentioning

confidence: 99%

Alliances and Networks: Creating Success in the UK Fair Trade Market

Davies

2008

J Bus Ethics

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“…Key demographic factors highlighted across the segmentation strand of literature include income, gender, age and level of education. However, age (Bird and Hughes, 1997, Nicholls and Opal, 2008, Context Marketing, 2010 and income (De Peslmacker, et al, 2005 andTNS CAPI, 2009) were the most common factors found to influence shopper preference and attitudes towards fairtrade products.…”

Section: Fairtrade Shopper Segmentationmentioning

confidence: 99%

“…Previous studies have used various forms and combinations of life-stage and geo-demographic factors as distinguishing features for fairtrade shopper segmentation (Bird and Hughes, 1997, Moore, 2004and Fairtrade Foundation/MORI, 2004, Nicholls and Opal, 2008, TNS CAPI, 2009and Globescan, 2009). Actual shopper data (loyalty card) used for this research covers both life-stage and lifestyle segmentations.…”

Section: Theoretical Frameworkmentioning

confidence: 99%

Exploring supermarket loyalty card analysis to identify who buys fairtrade

Yamoah

Fearne

Duffy

2014

The International Review of Retail, Distribution and Consumer R

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The aim of this paper is to show how supermarket loyalty card data from a panel of over 1.7 million shoppers can be analysed to provide behavioural segmentation insights to profile the fairtrade shopper in order to enhance making targeted marketing decisions. The paper demonstrates the huge marketing potential that loyalty card based shopper segmentation can bring to objectively describe who buys fairtrade products, compared to profiling shoppers with claimed/reported behaviour dataset. A pairedsamples t-test is used to test the degree of appeal of fairtrade tea, coffee, chocolate, drinking

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“…Furthermore, in the coffee industry, the multinational Nestlé has introduced the brand Partner Blend, which only requires a small percentage of the production process to be carried out within some organic guidelines. Given this proliferation of declarations, ratings, certifications and labels, many analysts believe that one of the main challenges to the survival of FT is the recognition of its distinctive label (Bird and Hughes, 1997;Davies and Crane, 2003;Melo and Wolf, 2005;Moore, 2004;Renard, 2003).…”

mentioning

confidence: 99%

Can the Fair Trade Movement Enrich Traditional Business Ethics? An Historical Study of Its Founders in Mexico

Audebrand

Pauchant

2008

J Bus Ethics

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ABSTRACT. As the need for more diversity in business ethics is becoming more pressing in our global world, we provide an historical study of a Fair Trade (FT) movement, born in rural Mexico. We first focus on the basic assumptions of its founders, which include a workerpriest, Frans van der Hoff, a group of native Indians and local farmers who formed a cooperative, and an NGO, Max Havelaar. We then review both the originalities and challenges of the FT movement and its potential contributions to the current theories and practices in business ethics.

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Ethical Consumerism: The Case Of “Fairly–Traded” Coffee

Cited by 127 publications

References 1 publication

Alliances and Networks: Creating Success in the UK Fair Trade Market

Alliances and Networks: Creating Success in the UK Fair Trade Market

Exploring supermarket loyalty card analysis to identify who buys fairtrade

Can the Fair Trade Movement Enrich Traditional Business Ethics? An Historical Study of Its Founders in Mexico

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