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Fairtrade UK in Retrospect: From the Niche Genesis to the Revelatory Mainstreaming Marketing Strategy Era (Late 1950s - Late 2000s)

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  • Fred A. Yamoah

    (Department of Management, Birkbeck – University of London, Bloomsbury, London, UK)

Abstract

This paper critically and systematically examines the discourse surrounding the history of fairtrade development, stakeholder involvement and the implications of mainstreaming marketing strategy on consumer engagement in the UK from the late 1950s to the early 2010s. It highlights the pioneering role of Oxfam and Traidcraft in the late 1950s; presents a novel structure of the fairtrade industry and highlights the UK fairtrade industry’s market leadership and the benefits of mainstreaming. It also espouses the implications of mainstreaming strategy on consumer engagement and the long-term marketing viability of the industry in the UK.

Suggested Citation

  • Fred A. Yamoah, 2019. "Fairtrade UK in Retrospect: From the Niche Genesis to the Revelatory Mainstreaming Marketing Strategy Era (Late 1950s - Late 2000s)," International Review of Management and Marketing, Econjournals, vol. 9(4), pages 110-120.
    • Handle: RePEc:eco:journ3:2019-04-15
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    References listed on IDEAS

    as
    1. Bob Doherty & Iain A. Davies & Sophi Tranchell, 2013. "Where now for fair trade?," Business History, Taylor & Francis Journals, vol. 55(2), pages 161-189, March.
    2. Daniel Jaffee, 2010. "Fair Trade Standards, Corporate Participation, and Social Movement Responses in the United States," Journal of Business Ethics, Springer, vol. 92(2), pages 267-285, April.
    3. Alex Nicholls, 2010. "Fair Trade: Towards an Economics of Virtue," Journal of Business Ethics, Springer, vol. 92(2), pages 241-255, April.
    4. Kirsty Golding & Ken Peattie, 2005. "In search of a golden blend: perspectives on the marketing of fair trade coffee," Sustainable Development, John Wiley & Sons, Ltd., vol. 13(3), pages 154-165.
    5. Verena Gruber & Bodo Schlegelmilch, 2014. "How Techniques of Neutralization Legitimize Norm- and Attitude-Inconsistent Consumer Behavior," Journal of Business Ethics, Springer, vol. 121(1), pages 29-45, April.
    6. Katri Karjalainen & Claire Moxham, 2013. "Focus on Fairtrade: Propositions for Integrating Fairtrade and Supply Chain Management Research," Journal of Business Ethics, Springer, vol. 116(2), pages 267-282, August.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Fairtrade UK industry; mainstreaming; consumer engagement;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • Q01 - Agricultural and Natural Resource Economics; Environmental and Ecological Economics - - General - - - Sustainable Development

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