scholarly journals Where does the Fair Trade money go? How much consumers pay extra for Fair Trade coffee and how this value is split along the value chain

2020 ◽  
Vol 133 ◽  
pp. 105006
Author(s):  
Helene Naegele
Keyword(s):  
Fair Trade ◽  
Value Chain ◽  
Fair Trade Coffee

scholarly journals Quality revolutions, solidarity networks, and sustainability innovations: following Fair Trade coffee from Nicaragua to California

2013 ◽  
Vol 20 (1) ◽  
pp. 98 ◽  
Author(s):  
Christopher M. Bacon
Keyword(s):  
Political Ecology ◽  
Fair Trade ◽  
Value Chain ◽  
Development Project ◽  
Small Scale ◽  
Coffee Bean ◽  
Participatory Action ◽  
Grassroots Organizing ◽  
Fair Trade Coffee ◽  
Bay Area

Nicaraguan smallholder cooperative leaders working in partnership with a California-based small-scale roasting company pioneered an alternative approach to confronting the post-1999 coffee crisis. They built coffee tasting laboratories and integrated grassroots organizing efforts to create a national smallholder cooperative association that dramatically improved the quality, consistency, and prices from of the coffee they exported. Cooperative leaders used this development project to gain a more significant share of political economic power in a domestic coffee industry historically dominated by colonial powers, and corporate and domestic elites. This alli.ance between the artisanal small-scale roasting companies and cooperative leaders also proved that smallholders selling into fair trade markets could consistently produce and export high quality coffee. This case study unfolds into Nicaragua's northern mountains, northern California's coastal cities and the commodity trade and solidarity networks that connect them. Beyond following the coffee bean from mountainside farmers, through artisan specialty coffee roasters, and into the hands of Bay Area coffee drinkers, the article recovers the history of political and technological revolutions and the transnational solidarity networks that contributed to sustainability innovations within the coffee value chain. Although the tangible benefits of fair trade coffee to farmers and landscapes have not lived up to the lofty proclamations of its advocates, farmers generally receive higher prices for their coffee and are frequently more secure in their land titles. This political ecology of coffee and solidarity suggests theoretical questions about the role of classic revolutions, and Polanyian double movements in the efforts to practice the alternative values and principles that motivate many of today's sustainability innovations.Key words: Nicaragua, participatory action research, coffee cooperatives, sustainability, innovations.

Do young consumers care about ethical consumption? Modelling Gen Z's purchase intention towards fair trade coffee

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zachary Robichaud ◽  
Hong Yu
Keyword(s):  
Peer Influence ◽  
Significant Influence ◽  
Fair Trade ◽  
Purchase Intention ◽  
Sustainable Consumption ◽  
Subjective Norms ◽  
Ethical Consumption ◽  
Convenience Sample ◽  
Content Type ◽  
Fair Trade Coffee

PurposeA global shift in ethical/sustainable purchase drivers highlights Generation Z (persons aged 15–24) as an important market for producers and marketers. Although much research has touched on fair trade consumption, very little has focused on Gen Z's consumption patterns. This study provides insights into and implications of younger consumers' motivations in ethical/sustainable consumption.Design/methodology/approachThis research examines Gen Z's purchase intention towards fair trade coffee with the theory of reasoned action framework. Data were collected with a convenience sample, and analyses were conducted using structural equation modelling.FindingsThe research found a significant influence of knowledge of fair trade towards product interest. Furthermore, general attitudes towards fair trade had a significant influence on product interest, product likeability and convenience. Lastly, product interest and subjective norms significantly influenced Gen Z's purchase intentions towards fair trade coffee.Originality/valueFindings suggest that Gen Z's shift in ethical/sustainable consumption revolves around their subjective norms or peer influence circles and contributes to the notions of self-branding, identify claims and social currency. Younger generations are digital natives, and social media has created a looking glass into their actions. This digital expansion has created more opportunities for individuals to monitor the actions of others and release information in real-time. Therefore, ethical/sustainable consumption by Gen Z can be used as a communication tool among their peers to project personal values and ideological shifts and to influence others close to them.

“Our fair trade coffee tastes better”: It might, but under what conditions?

2021 ◽  
Author(s):  
Stuart C. Carr ◽  
Ines Meyer ◽  
Mahima Saxena ◽  
Christian Seubert ◽  
Lisa Hopfgarten ◽  
...  
Keyword(s):  
Fair Trade ◽  
Fair Trade Coffee

scholarly journals Placing the distant other on the shelf: An analysis and comparison of (fair trade) coffee packages in relation to commodity fetishism

2016 ◽  
Vol 21 (1) ◽  
pp. 35-40
Author(s):  
Robbe Geysmans ◽  
Lesley Hustinx
Keyword(s):  
Fair Trade ◽  
Empirical Studies ◽  
Direct Consequence ◽  
Commodity Fetishism ◽  
Textual Information ◽  
Fair Trade Coffee ◽  
Marketing Materials ◽  
The Relationship ◽  
Fair Trade Organizations ◽  
Ground Coffee

Fair trade has been praised for ‘de-fetishizing’ commodities by providing consumers with information on the production of the commodity. Various empirical studies of fair trade marketing materials have generated critique of this vision. However, these focused on materials produced by engaged fair trade organizations. As the fair trade concept has entered the mainstream, fair trade products have found their way into supermarkets. In this setting, these products are confronted with competition, both internal (with other fair trade products) and external (with non-fair trade products). In this article, we argue for a broader focus when studying the relationship between fair trade and defetishization. Our argument is based on a study of whether and how defetishization is advanced on packages of ground coffee within the retail landscape of Flanders, Belgium. Several categories of packages can be distinguished, based on brand (e.g., fair trade advocate, regular brand, retailer house brand) and label (e.g. fair trade label; other social label; no label, but origin is emphasized in the product name). We demonstrate the difficulty of distinguishing these packages based on the visual and textual information they carry (beyond the label), which complicates the identification of any clearly distinct ‘fair trade message’ on these packages. Instead of serving a clear ‘defetishizing’ function, these messages are mixed, interchanged, and adapted. We argue that this could be a direct consequence of perceived or actual changes in the consumer publics inherent to the mainstreaming of fair trade.

scholarly journals Consumer willingness to pay for fair-trade attributes of goat meat in Kenya: A choice experiment analysis

2020 ◽  
Vol 15 (4) ◽  
pp. 372-386
Author(s):  
David Jakinda Otieno ◽  
Keyword(s):  
Willingness To Pay ◽  
Fair Trade ◽  
Value Chain ◽  
Choice Experiment ◽  
Consumer Preferences ◽  
Random Parameter ◽  
Developed Countries ◽  
Support Provision ◽  
Goat Meat ◽  
Domestic Markets

Fair trade is an important ethical concern in the food value chains of developed countries. However, there is a dearth of empirical insights into consumer preferences for this critical aspect in the domestic markets of developing countries. The current study analysed consumer willingness to pay (WTP) for fair-trade attributes in the goat meat value chain in Nairobi, Kenya. Choice experiment data from 270 randomly sampled consumers was analysed using the random parameter logit (RPL) model. The results show that 56% of the consumers were aware of the fair-trade concept and 64% of them were willing to pay for fair-trade-compliant practices. Specifically, consumers were willing to pay a premium of 62% to prevent child labour, 45% to support provision of medical insurance for workers in the meat value chain, 40% for direct purchase from producers, 39% for fair-trade labelling and 30% to support disabled people as part of corporate social responsibility

scholarly journals Fashioning sustainability: drawing lessons from the fair trade coffee industry

2021 ◽  
Author(s):  
Anne Pringle
Keyword(s):  
Fair Trade ◽  
Environmental Responsibility ◽  
Fashion Industry ◽  
Consumer Awareness ◽  
Entire Life ◽  
Fair Trade Coffee ◽  
Business To Consumer ◽  
Eco Fashion ◽  
Do So ◽  
Voluntary Initiatives

Due to the fashion industry’s global reach, spanning many jurisdictions, regulations are difficult to implement, monitor and enforce. Strict voluntary initiatives that focus on raising consumer awareness, thereby creating greater demand for eco fashion have greater potential to lead to reform within the fashion industry. To do so, voluntary initiatives must include clear labeling of ‘eco’ products and designer input, and include strict guidelines for company and designer standards. Standards must take the entire life cycle of a garment into consideration. Fashion can apply lesson from the fair trade coffee industry by appealing to consumers based on ethics and environmental responsibility through a trusted consumerfacing label. Fair trade was successful, in part, due to their recognizable label. Fair trade type certifications are most often business to consumer facing and provide consumers with the environmental and social information on the benefits of purchasing fair trade. Fair trade certification models have capitalized on large retailer involvement, allowing certifications to become mainstreamed and therefore more accessible for consumers.

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