Consumption Of Fair Trade Products Research Articles

Beyond responsibility? Fair trade and citizenship

The aim of this article is to investigate by means of a qualitative content analysis which models of citizenship emerge from the communication practices of four fair trade organizations: Oxfam-Worldshops, Fairphone, Trade for Development Centre (TDC) and Colruyt. Drawing on discourse theory, three forms of citizenship are distinguished: expanded, communitarian and agonistic. TDC and Colruyt expose the conditions of production in the Global South and encourage the consumption of fair trade products in the Global North (thus reflecting an expanded citizenship). In contrast, Fairphone aims to create a community and encourages members to communicate the alternative, the Fairphone smartphone (thus reflecting communitarian citizenship). Finally, Oxfam-Worldshops emphasizes the conflicts between the interests of farmers and consumers and those of multinational corporations, thereby encouraging citizens to protest unfair trade (thus reflecting agonistic citizenship). We conclude by highlighting the meaning of purchasing fair trade in the different models of citizenship.

It’s All about Distinction: The Lifestyle Embeddedness of Fair Trade Consumption

Social scientists have argued that ethical consumption is embedded into broader lifestyles running across various domains of social life. For instance, fair trade consumption might be part of a distinctive lifestyle, including behaviors such as going to fancy restaurants or the opera. We, therefore, investigate the relationships of the main dimensions of broader lifestyles to various aspects of fair trade consumption—from purchase frequency, to visiting specialized stores, to the identification with fair trade. The analysis relies on data collected in the Summer of 2011 in Zurich, Switzerland. Since per capita consumption of fair trade products in this country was on a comparatively high level, the results are also important for other societies experiencing only currently the mainstreaming of fair trade. The first dimension, distinctiveness of lifestyles, denoting orientations and behaviors with high social prestige in society, emerges as a substantial and important determinant of all included aspects of fair trade consumption. The second dimension, modernity, is only correlated with a subset of these aspects. These effects are robust, even when taking ethical and political orientations and resource endowment into account. Hence, differences between lifestyle groups do not simply reflect the social position of high-status consumers or their ethical and political views. They reflect orientations, mental representations and routines specific to these social groups. Broader lifestyles are, therefore, a relevant addition to explanations of fair trade consumption.

Fairtrade Towns as Unconventional Networks of Ethical Activism

The growing availability and consumption of Fairtrade products is recognised as one of the most widespread ethically inspired market developments, and as an example of activist-driven change within the wider marketing system. The Fairtrade Towns movement, now operating in over 1700 towns and cities globally, represents a comparatively recent extension of Fairtrade marketing driven by local activists seeking to promote positive change in production and consumption systems. This paper briefly explores the conventional framing of the role that ethically related activism plays in the operation of markets and in influencing market participants. It then presents key insights gathered from a grounded theory exploration of Fairtrade Towns as activist-driven marketing systems, revealing the atypical nature of the activism involved. The findings demonstrate how local activists leverage their social networks to exert pressure and generate support to promote ethical consumption. The study suggests that Fairtrade Towns offer a new role for activists as Fairtrade itself becomes more mainstream, and considers the role they are fulfilling as ‘informal’ local marketers. The marketing dynamics revealed represent a complex and distinctive form of relational activism that seeks to build Fairtrade markets and highlight their positive benefits, with potential lessons for other local ethical market-building efforts in future.

Consciousness for fair consumption: conceptualization, scale development and empirical validation

AbstractSustainable consumption means that consumers act in an environmentally and socially responsible manner. Compared with the vast amount of studies concerning environmentally conscious consumer behaviour, relatively little is known about socially conscious consumption. The present paper focuses on fair consumption as an important aspect of social consumption. In our study, consciousness for fair consumption (CFC) is defined as a latent disposition of consumers to prefer products that are produced and traded in compliance with fair labour and business practices. A scale to measure CFC was conceptualized and tested in three independent empirical studies. Two studies were conducted at European universities (2010 and 2012) and used 352 and 362 undergraduate business students respectively. The third study, conducted in 2011, used 141 employees at a European university. The results confirmed the reliability and validity of the new CFC scale across samples. While being moderately related to other aspects of sustainable consumption such as ecological concern and moral reasoning, CFC was significantly distinct from those concepts. Most importantly, it was established that the CFC, as measured by the new CFC scale, is a strong determinant of consumption of fair trade products that has been neglected in existing research.

Social Responsibility of Consumer Case of Products from the Social Economy in Morocco

Investigations conducted in this research aim to understand the socially responsible behavior in the Moroccan context. The study focused on the consumption of fair trade products from the social economy. The results relate to the attitudes and motivations towards these products. Finally, a typology is proposed to generate profiles of consumers who are qualified from buying motives.

Consumption of Fairtrade products in a municipal catering organisation

PurposeThis paper seeks to explore the consumption of Fairtrade products in a municipal catering organisation from the viewpoint of corporate social responsibility (CSR).Design/methodology/approachIn the paper, a theoretical foundation is established, concerning CSR, and a few studies related to CSR procurement are presented. Fairtrade Labelling Organisations International and its tasks are introduced. In addition, previous research related to the sustainable food procurement in the catering sector is introduced. Empirical data were collected from a municipal catering organisation by using a theme interview structure.FindingsThe findings indicate that the consumption of Fairtrade products encompasses eight Fairtrade products. Two products are consumed in each unit of the case organisation, whereas six products are consumed occasionally. The procurement of Fairtrade products were based on the values of the case organisation, the environmental programme and the laws and the European Union's communications.Practical implicationsThe empirical results may be utilised when planning the consumption of Fairtrade products in the municipal catering organisation, and when preparing the competitive tendering of the catering services. The findings offer valuable information when transforming the catering operations into a more sustainable direction.Originality/valueThe extent of consumption concerning Fairtrade products by displaying an empirical case study is described.

ἐμπάθɛια (Empatheia) and Caritas: The Role of Religion in Fair Trade Consumption

There is much still to learn about the nature ot fair trade consumers. In light ot the Pope's encyclical Caritas in Veritate, this article sought to advance the current understanding by investigating the role of religion in fair trade consumption. In this study, fair trade consumers and non-consumers across many religions as well as the non-religious described their consumption of fair trade products as well as the use of their religious beliefs in their purchase behavior. It appears that the non-religious are slightly more inclined toward buying fair trade products. Of the religious observers studied, Buddhists have a greater propensity to buy fair trade. The relationship between religion and fair trade consumption is complex in that religious affiliation -group membership - alone is not enough to encourage members to buy fair trade; rather, it is the use of religious beliefs as a criterion in consumption behavior that linked religion to fair trade consumption.

Making a difference: ethical consumption and the everyday

Our everyday shopping practices are increasingly marketed as opportunities to 'make a difference' via our ethical consumption choices. In response to a growing body of work detailing the ways in which specific alignments of 'ethics' and 'consumption' are mediated, we explore how 'ethical' opportunities such as the consumption of Fairtrade products are recognized, experienced and taken-up in the everyday. The 'everyday' is approached here via a specially commissioned Mass Observation directive, a volunteer panel of correspondents in the UK. Our on-going thematic analysis of their autobiographical accounts aims to explore a complex unevenness in the ways 'ordinary' people experience and negotiate calls to enact their ethical agency through consumption. Situating ethical consumption, moral obligation and choice in the everyday is, we argue, important if we are to avoid both over-exaggerating the reflexive and self-conscious sensibilities involved in ethical consumption, and, adhering to a reductive understanding of ethical self-expression.

Fair Trade in Italy: Too Much ‘Movement’ in the Shop?

We analyse the development of Fair Trade in Italy by examining its principles, structure, performance, dilemmas and potential solutions and identifying its main distinctive features. These lead us to develop a specifically Italian model. Fair Trade in Italy is younger than its more established North European counterparts and more focussed on broad social justice issues in addition to its concern to include marginalized producers. This normative difference has given rise to a social-economy-dominated value chain (with a partial corporate involvement uniquely in the retail sphere), although it has generated much lower per capita consumption of Fair Trade products. At the same time, we also observe a relatively higher specialization in handicraft products and educational activities as well as a strong capacity to attract voluntary labour and create social capital. We identify clear trade-offs between social goals and the economic performance of the Italian model: reduced economies of scale, a closer focus on non-economic-value-creating social activities and greater consideration of values such as consumption sobriety and environmental concerns which may conflict with economic performance. We propose solutions which may resolve these dilemmas without abandoning the initial ambition not only to achieve the promotion of market access for marginalized producers in the South, but also to pursue a broader concept of well-being in the North and the South.

Fair Trade Consumption: In Support of the Out-Group

Two sets of self-transcendence values – universalism and benevolence – act as a source of motivation for the promotion of the welfare of the other rather than the self. This article sought to determine the exact nature of the interaction between these sets of values and the consumption of fair trade products. In an earlier study, universalism values were found to have a significant influence on fair trade consumption whereas benevolence values did not, despite their shared goal and values theory. Additionally, there was supporting evidence in the extant literature that benevolence values should influence fair trade consumption behavior. This study took a closer look at the individual values that make up the value categories universalism and benevolence to better understand and describe this universalism–benevolence distinction in fair trade consumption. It was established that perhaps group membership has an influence on the decision to buy fair trade products. Specifically, it seems that an overriding sense of responsibility to one’s own group – the in-group – prevents some consumers from identifying with, empathizing with, and subsequently sharing resources with fair trade producers; members of out-groups in far-flung corners of the globe. It appears that the universalism–benevolence distinction in fair trade consumption might also be described as an in-group–out-group distinction.

Fair trade and global cognitive orientation: a focus on Spanish fair trade consumers

AbstractIn the past few years, there has been an increase in the ‘ethical consumer’, characterized by more reflexive values like solidarity, social responsibility, multiculturalism and ecology. This idea has found support in the appearance and development of proposals like fair trade, along with others, such as responsible consumption, the recycling business or sustainable development. In a parallel way, also during the past few years, various analysts have pointed out that the phenomenon of globalization is changing not only the aspect of the world but also our way of perceiving it, which is progressively becoming a ‘global orientation’. In the framework of these two tendencies, this paper examines the extent to which ‘global orientation’ is also a characteristic of consumers of fair trade products. The paper presents a two‐phase exploratory study. The first phase, of a quantitative nature, showed the greater global orientation of Spanish consumers of fair trade products, and it obtained a typology of them. This typology showed, however, that not all the clusters of consumers of fair trade products have a high global orientation, which reveals that the relationship between this dimension and the consumption of fair trade products is not a direct, straightforward one. The subsequent qualitative study examined the components of this global orientation in each of the three clusters where the consumption of fair trade products was the highest. The results showed that the purchase of fair trade products is influenced by the ‘global orientation’ of the consumer, although other factors, such as a sense of social responsibility and trust in international non‐governmental organizations, can condition this influence.