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In search of a golden blend: perspectives on the marketing of fair trade coffee

Author

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  • Kirsty Golding

    (Cardiff University, UK)

  • Ken Peattie

    (Cardiff University, UK)

Abstract

Fair trade markets for commodities have considerable potential to contribute to the achievement of sustainable development goals, but realizing this potential will depend upon 'scaling up' fair trade's impact. Unfortunately, from a marketing and consumer behaviour perspective, fair trade markets remain relatively under-researched and poorly understood in comparison to the mainstream. Using fair trade coffee as an example, this paper proposes an alternative to the dominant view that the key to expanding fair trade market share is a focus on greater 'commercialization'. It highlights the potential of social marketing to promote the principles of fair trade, in a way that complements the emphasis on brand-building strategies for fair trade products. An approach that blends a commercial and social marketing orientation perhaps has the greatest potential to maintain fair trade's distinctive nature, while contributing to the achievement of its social and economic goals. Copyright © 2005 John Wiley & Sons, Ltd and ERP Environment.

Suggested Citation

  • 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.
  • Handle: RePEc:wly:sustdv:v:13:y:2005:i:3:p:154-165
    DOI: 10.1002/sd.274
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    References listed on IDEAS

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    1. Laura Raynolds, 2000. "Re-embedding global agriculture: The international organic and fair trade movements," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 17(3), pages 297-309, September.
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    Cited by:

    1. Colleen Haight & David R. Henderson, 2010. "Fair Trade Is Counterproductive And Unfair: Rejoinder," Economic Affairs, Wiley Blackwell, vol. 30(1), pages 88-91, March.
    2. Nick Clarke & Clive Barnett & Paul Cloke & Alice Malpass, 2007. "The Political Rationalities of Fair-Trade Consumption in the United Kingdom," Politics & Society, , vol. 35(4), pages 583-607, December.
    3. Alastair M. Smith, 2010. "Lack Of Rigour In Defending Fairtrade: Some Important Clarifications Of A Distorting Account – A Reply To Peter Griffiths," Economic Affairs, Wiley Blackwell, vol. 30(2), pages 50-53, June.
    4. Rohit Bhardwaj & Saurabh Srivastava & Sunali Bindra & Sumit Sangwan, 2023. "An ecosystem view of social entrepreneurship through the perspective of systems thinking," Systems Research and Behavioral Science, Wiley Blackwell, vol. 40(1), pages 250-265, January.
    5. Ken Peattie & Anthony Samuel, 2018. "Fairtrade Towns as Unconventional Networks of Ethical Activism," Journal of Business Ethics, Springer, vol. 153(1), pages 265-282, November.
    6. Iain Davies & Lynette Ryals, 2010. "The Role of Social Capital in the Success of Fair Trade," Journal of Business Ethics, Springer, vol. 96(2), pages 317-338, October.
    7. Alvina Gillani & Smirti Kutaula & Leonidas C. Leonidou & Paul Christodoulides, 2021. "The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy," Journal of Business Ethics, Springer, vol. 169(3), pages 557-577, March.
    8. Takahashi, Ryo & Todo, Yasuyuki & Funaki, Yukihiko, 2018. "How Can We Motivate Consumers to Purchase Certified Forest Coffee? Evidence From a Laboratory Randomized Experiment Using Eye-trackers," Ecological Economics, Elsevier, vol. 150(C), pages 107-121.
    9. Takahashi, R. & Todo, Y., 2018. "When do consumers stand up for the environment? Evidence from a large-scale social experiment to promote environmentally friendly coffee," 2018 Conference, July 28-August 2, 2018, Vancouver, British Columbia 277507, International Association of Agricultural Economists.
    10. Rommel Salvador & Altaf Merchant & Elizabeth Alexander, 2014. "Faith and Fair Trade: The Moderating Role of Contextual Religious Salience," Journal of Business Ethics, Springer, vol. 121(3), pages 353-371, May.
    11. Bajde, Domen & Chelekis, Jessica & van Dalen, Arjen, 2022. "The megamarketing of microfinance: Developing and maintaining an industry aura of virtue," International Journal of Research in Marketing, Elsevier, vol. 39(1), pages 134-155.
    12. Kumju Hwang & Bora Lee & Juhee Hahn, 2020. "Green Restaurant Consumers’ Pride and Social Healthy Narcissism Influencing Self-Actualization and Self-Transcendence That Drive Customer Citizenship Behavior," Sustainability, MDPI, vol. 12(24), pages 1-19, December.
    13. Sara D. Elder & Jane Lister & Peter Dauvergne, 2014. "Big retail and sustainable coffee: A new development studies research agenda," Progress in Development Studies, , vol. 14(1), pages 77-90, January.
    14. Bob Doherty, 2007. "A Truly Co-Operative Venture: The Case of Co-Operative Food," Symphonya. Emerging Issues in Management, University of Milano-Bicocca, issue 2 Ethics .
    15. Peter Griffiths, 2010. "Lack Of Rigour In Defending Fairtrade: A Reply To Alastair Smith," Economic Affairs, Wiley Blackwell, vol. 30(2), pages 45-49, June.
    16. 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.
    17. Alastair M. Smith, 2009. "Evaluating The Criticisms Of Fair Trade," Economic Affairs, Wiley Blackwell, vol. 29(4), pages 29-36, December.
    18. Shahid Rasool & Aisha Rehman & Roberto Cerchione & Piera Centobelli, 2021. "Evaluating consumer environmental behavior for sustainable development: A confirmatory factor analysis," Sustainable Development, John Wiley & Sons, Ltd., vol. 29(2), pages 318-326, March.
    19. Peter Dobers & Minna Halme, 2009. "Corporate social responsibility and developing countries," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 16(5), pages 237-249, September.
    20. Shahid Rasool & Roberto Cerchione & Jari Salo, 2020. "Assessing ethical consumer behavior for sustainable development: The mediating role of brand attachment," Sustainable Development, John Wiley & Sons, Ltd., vol. 28(6), pages 1620-1631, November.
    21. Hye Jung Jung & HaeJung Kim & Kyung Wha Oh, 2016. "Green Leather for Ethical Consumers in China and Korea: Facilitating Ethical Consumption with Value–Belief–Attitude Logic," Journal of Business Ethics, Springer, vol. 135(3), pages 483-502, May.
    22. Tania Bucic & Jennifer Harris & Denni Arli, 2012. "Ethical Consumers Among the Millennials: A Cross-National Study," Journal of Business Ethics, Springer, vol. 110(1), pages 113-131, September.
    23. Khumon Prapanpong, 2012. "Microtrade and the Fair Trade Movement," The Law and Development Review, De Gruyter, vol. 5(1), pages 50-79, May.
    24. Iain Davies & Bob Doherty & Simon Knox, 2010. "The Rise and Stall of a Fair Trade Pioneer: The Cafédirect Story," Journal of Business Ethics, Springer, vol. 92(1), pages 127-147, March.

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