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Un unexpected aspect of equity: how the institutional proximity born within ‘North-South fair trade’ contributed to help French agriculture to cope with major contingent crises?

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  • Randrianasolo-Rakotobe, Hanitra
  • Ceapraz, Ion Lucian

Abstract

Consumers worldwide are increasingly becoming aware of social, economic, and environmental consequences of their consumption and are modifying their preferences, attitudes, and behaviors accordingly. One significant movement that has influenced consumption patterns globally is that of fair trade (Gillani et al. 2021). In this article, in examining a French case study, we demonstrate that institutional proximity is crucial for empowering relationships between consumers and producers in a fair trade framework. North- North fair trade has recently developed by applying the same principles as those of traditional North-South fair trade by reinventing not only the unbalanced relationship between consumers and producers but also by creating a space that is shared to varying degrees: institutional proximity.

Suggested Citation

  • Randrianasolo-Rakotobe, Hanitra & Ceapraz, Ion Lucian, 2024. "Un unexpected aspect of equity: how the institutional proximity born within ‘North-South fair trade’ contributed to help French agriculture to cope with major contingent crises?," SocArXiv zx5et, Center for Open Science.
    • Handle: RePEc:osf:socarx:zx5et
    DOI: 10.31219/osf.io/zx5et
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    References listed on IDEAS

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    4. 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.
    5. Hung, Shiu-Wan & Cheng, Min-Jhih & Hou, Chen-En & Chen, Nai-Rong, 2021. "Inclusion in global virtual teams: Exploring non-spatial proximity and knowledge sharing on innovation," Journal of Business Research, Elsevier, vol. 128(C), pages 599-610.
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