Assessing the Impact of Fair Trade Coffee: Towards an Integrative Framework

This article presents an impact assessment framework that allows for the evaluation of positive and negative local-level impacts that have resulted from “responsible trade” interventions such as fair trade and ethical trade. The framework investigates impact relating to (1) livelihood impacts on primary stakeholders; (2) socio-economic impacts on communities; (3) organizational impacts; (4) environmental impacts; (5) policies and institutional impacts; and (6) future prospects. It identifies relevant local-level stakeholders and facilitates the analysis of conflicting interests. The framework was developed in the context of, and is applied in this article to, the fair trade coffee industry in northern Nicaragua. It was designed, however, so that it can be applied across commodity sectors and responsible trade initiatives. It is able to do this by accommodating for differences in the social, environmental, political and institutional contexts of different areas, and by taking into account the distinct nature of an initiative’s overall objectives, different levels of intervention, and the full range of stakeholders involved.     

Fair Trade Standards,Corporate Participation,and Social Movement Responses in the United States

This article examines the development of and contestation over the standards for certified fair trade, with particular attention to the U.S. context. It charts fair trade’s rapid growth in the United States since the 1999 advent of formal certification, explores the controversies generated by the strategy of market mainstreaming in the sector, and focuses on five key issues that have generated particularly heated contention within the U.S. fair trade movement. It offers a theoretical framework based in the literatures on agrifood systems, social movements, and public-choice economics, for understanding the corporate response to alternative markets such as fair trade. The article suggests a typology of responses by social movement actors to this increased corporate participation, and assesses the relevance of the U.S. case for the future prospects of fair trade, both in other national contexts and as an international movement.     

Stakeholders’ Perceptions and Future Scenarios to Improve Corporate Social Responsibility in Hong Kong and Mainland China

Globalisation has accelerated economic development in emerging economies through the outsourcing of their supply chains and at the same time has accelerated the degradation of environmental and social conditions. Society expects corporations to play an essential role in creating economic, environmental and social prosperity beyond their country of origin. In order to regulate outsourcing activities in the supply chain, many multinationals are constantly searching for ways to manage their indirect environmental and social impacts accordingly, as well as to meet their stakeholder expectations. Because expectations of stakeholders vary widely across different regions, this study intends, by engaging with major stakeholders, to identify what are the local and regional supply chain stakeholders’ perceptions and expectations. The findings would help in building consensus, strengthening the implementation and establishing the future corporate social responsibility (CSR) framework. This study collects and analyses data from 21 major stakeholders in Hong Kong and Mainland China. The results indicate that local and regional stakeholders perceive that CSR is fairly significant to largely export-oriented businesses, but it is lagging behind the West due to the fact that most local/regional companies only become involved in CSR when this is a client requirement. They see responsible corporations as meeting the local legislative requirement; going beyond this requirement is unnecessary. A voluntary approach favours multi-party partnership initiatives with pilot trust programmes aimed at managers’ and workers’ capacity building. Most stakeholders favour the proposed regional partnership initiative, supply chain task forces aimed at bringing together relevant organisations and people with different sets of skills. Distinct roles of different organisations are identified to assist suppliers to understand CSR, and only this will bring about long-term sustainable change.     

Corporate Social Responsibility and Corporate Governance: Role of Context in International Settings

This research aims to explore the relationship between corporate governance and CSR: What are the major factors that play a direct role in the establishment of this relationship? How does context and institutional background impact upon the relationship between CSR and Governance? Using in-depth semi-structured interviews from two types of governance systems in three countries over three years, this study has demonstrated that in practice, within different settings, CSR is being used both as a strategy as well as a reaction to different drivers. We call this adaptive governance where governance can be defined as a flexible system of action incorporating strategic and monitoring activities that determines the way a company enacts its responsibilities to its shareholders and stakeholders and which is determined at any given time by the interrelationship of institutional drivers and behavioural norms. Governance systems and their interrelationships with CSR are demonstrated as fluid according to the national and institutional context, economic situation and industry impact. In the eyes of practitioners corporate governance includes both structural and behavioural factors as well as responsibilities and actions towards shareholders and stakeholders. Contextual factors that this research highlights to be important to the incorporation of CSR into governance include the economic environment, national governance system, regulation and soft law, shareholders, national culture, behavioural norms and industry impacts. Hypotheses on the impact of institutional contexts, industry impacts and economic situations on different types of CSR actions are proposed for further research.     

What Sparks Ethical Decision Making? The Interplay Between Moral Intuition and Moral Reasoning: Lessons from the Scholastic Doctrine

There has been limited coverage of the corporate responsibility (CR) practices of small and medium-sized enterprises (SMEs) in the mainstream CR literature. Furthermore, there has been no systematic analysis of the responsibilities of the high value jewellery industry and jewellery SMEs in particular. This study explores the potential for harm and value creation by individual stakeholders in fine jewellery production. Using the harm chain and institutional theory to frame our investigation, we seek to understand how small businesses within the fine jewellery industry respond to the economic, social and environmental challenges associated with responsible jewellery production, and to investigate how they perceive and negotiate the tensions between responsibility and the resistance derived from the operational norms of secrecy and autonomy within the industry. Our exploratory research provides illustrative examples of how complex harm networks operate within and across the fine jewellery industry, and demonstrates the inter-relationships that exist across the different stages of the fine jewellery harm chain. Findings suggest that institutional forces are coalescing towards a more responsible agenda for the fine jewellery industry. Moreover, while CR is a tool to disrupt harmful institutional norms and practices within such an industry, it requires the co-creation of new transformative business models and multi-stakeholder involvement including firms (SMEs and MNEs), trade associations, non-governmental organisations and consumers. Solutions include national and international legislation, price adjusted certification routes for small firms, harmonisation of industry CR standards to reduce overlap in certification and regulation and gem and precious metal “track and trace” schemes.     

Fair trade new product development

Recently, there has been a significant increase in the market for fair trade products. However, there is a discrepancy between the stated purchase intention of consumers and their actual purchase behaviour with respect to fair trade. This article takes an operational and strategic view of this issue and argues that one significant reason for this lies in the limited range of fair trade products currently available. Next, a strategic framework for fair trade new product development is presented and explored. Finally, key operational criteria for fair trade product selection are discussed using a case study example to support the conclusions.     

Configuration of External Influences: The Combined Effects of Institutions and Stakeholders on Corporate Social Responsibility Strategies

This article introduces a theoretical framework that combines institutional and stakeholder theories to explain how firms choose their corporate social responsibility (CSR) strategy. Organizational researchers have identified several distinct CSR strategies (e.g., obstructionist, defensive, accommodative, and proactive), but did not explain the sources of divergence. This article argues that the divergence comes from the variability in the configuration of external influences that consists of institutional and stakeholder pressures. While institutions affect firms’ social behavior by shaping the macro-level incentive structure and sources of legitimacy (distal mechanisms), firms’ stakeholders can amplify or buffer the institutional forces by acting as mediators (proximate mechanisms). The two dimensions are interdependent in that stakeholders draw legitimacy and power from institutions, and institutions are often actualized through stakeholder mechanisms. Together, they form a particular configuration of external influences that shapes how focal firms construct their CSR strategy.     

Host country’s environmental uncertainty,technological capability,and foreign market entry mode: Evidence from high-end equipment manufacturing MNEs in emerging markets

The paper investigates the impact of the host country’s environmental uncertainty on the choice of entry mode and also discusses the moderating role of technological heterogeneity in this relationship. Based on the resource-based view and institutional theory framework, we first analyze the investment motivation of emerging industries in emerging markets and evaluate the environmental uncertainty from two dimensions, including the institutional environment (country level) and industry environment (market level). Then, the theoretical predictions are empirically tested using 173 overseas investment events in China’s high-end equipment sector from 2010-2018. Our findings suggest that when the uncertainty of the industry environment is low, no matter how uncertain is the institutional environment, most firms tend to choose a cooperative strategy. Once the industry environment indicators become turbulent, a high degree of institutional environment uncertainty causes firms to evade trade barriers by choosing a new plant. Alternatively, choosing a relatively conservative mode, such as export. Meanwhile, technological capability weakens the influence of environmental uncertainty on entry mode.     

Segmenting the market through the determinants of involvement: The case of fair trade

The fair trade market includes several types of actors, ranging from world shops to supermarkets, and from restaurants to clothing stores, involving a heterogeneous clientele. An analysis of fair trade consumers must be sufficiently granular to capture their different expectations, attitudes, and motivations; hence the need to segment the market. Through the concept of involvement, the objective of this research is to analyze and compare by segments the determinants of behavior of fair trade consumers. The research consists of three phases: segment identification, behavioral analysis by segment, and synthesis of the managerial implications. Two out of four hypothesized criteria prove to be effective in segmenting the fair trade market, namely age and distribution channel preference (whereas gender and education are not significant criteria). The analysis shows that the drivers of the involvement in the decision to buy fair trade products vary by segment. Thus, the article concludes with the development of communication axes that can trigger or strengthen the desired behaviors in each segment. It provides fair trade marketers with an efficient communication content that can be used for fair trade advertising, product packaging, branding, or merchandising. © 2011 Wiley Periodicals, Inc.     

The new framework for global trade in services – all about GATS

This article is concerned with the globalization of services, and specifically the impact of the new regulatory framework set up under the 1996 General Agreement on Trade in Services. The article sets out the organisation and protocols of GATS and their likely impact on global trade in services. The paper clarifies the role of GATS as not merely to ‘regulate’ trade in services, but to foster the global expansion in services under a fair, transparent set of rules, with procedures for recourse by those governments and enterprises which claim to have been unfairly discriminated against in one or other service sector. The article concludes with some interim comments on the impact and effectiveness of GATS on the business community, and the need for further research in the future.     

International Labour and Environmental Standards Agreements: Is This Fair Trade?

Labour and environmental standards agreements are two contentious proposals that have contributed to the failure of the WTO to launch a new round of trade liberalisation discussions and have prevented the US President from obtaining fast‐track negotiating authority. Proponents of the agreements have been able to win substantial political support by arguing that standardised rules on labour practices and environmental regulations is the only way to assure that international trade remains fair. Although there are widespread demands for ‘fair trade,’ there remains a lack of understanding as to what fairness means exactly. Recently, a comprehensive catalogue of fairness principles was presented by Suranovic (2000). This paper will analyse the proposals for labour and environmental standards with respect to these fairness principles in order to characterise how fairness is used by supporters of these policies. The paper will also show that by using different fairness principles, opponents of these policies can argue that these same policies are unfair. The fact that reasonable notions of fairness can be applied by both opponents and proponents of these agreements highlights difficulties with fairness, per se, as a useful guide to policy. The paper uses this contentious issue to highlight the conceptual difficulties of proposals for fair trade.     

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

There is much still to learn about the nature of fair trade consumers. In light of 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.     

Toward sustainable consumption: Researching voluntary simplifiers

This article examines and extends the notion of voluntary simplifiers (VS). VS are individuals who have freely chosen a frugal, anticonsumer lifestyle that features low resource use and environmental impact. The article will begin by reviewing empirical work with VS and their mainstream counterparts, non‐voluntary simplifiers (NVS). It will go on to identify and locate within this literature an intermediate group: beginner voluntary simplifiers (BVS). BVS may support some aspects of sustainability (such as buying fair‐trade coffee or recycling domestic waste) without either embracing a complete lifestyle change like VS, or completely dismissing ethical or environ‐mental features of products and services they consume, like NVS. Insight into the complex decision‐making processes of BVS is crucial for the understanding of the concept of voluntary simplification and is therefore important for the advancement of sustainable consumption. © 2006 Wiley Periodicals, Inc.     

Evaluating fair trade consumption: politics,defetishization and producer participation

This paper combines a critical review of the scholarly literature on fair trade with an analysis of data gathered during 19 months of ethnographic research conducted between 2001 and 2003 among the members of a Guatemalan fair trade coffee co‐operative and fair trade coffee roasters and advocates in the US. It explores three common claims made about fair trade consumption that: first, fair trade consumption emerges from the political choices and conscious reflexivity of Northern consumers; second, it defetishizes coffee by revealing the social and environmental conditions of the coffee production; and third, it forges equitable trade relationships between producers and consumers. While the research results demonstrate that there is some validity to each of the three claims, they also highlight two negative trends: the reinforcement of producer–consumer differences and low levels of farmer participation in fair trade networks beyond the realm of commodity production. In conclusion, the paper argues that overstating the exceptional nature of fair trade consumption weakens the market’s transformative potential. In order to nurture equitable trade partnerships fair trade must expand to accommodate a substantially higher degree of producer participation in administrative decision making and goal setting.     

Morality or economic interest? The impact of moral motives and economic factors on the purchase of fair trade groceries

In this article, we compare the impact of moral motives and economic factors on the purchase of fair trade groceries. Moral motives are measured by three different constructs, which are derived from different theoretical perspectives: one from the classical theory of attitude, one from the subjectively expected utility theory and one from the norm‐activation model. The empirical results of the analysis show that moral motives as well as economic factors are important determinants for explaining the purchase of fair trade groceries. Furthermore, the study indicates that the impact of moral motives is greater than that of economic factors, and among the moral factors, the personal norm is especially explanatorily powerful.     

Fair Trade: Three Key Challenges for Reaching the Mainstream

After nearly 20 years of work by activists, fair trade, a movement establishing alternative trading organizations to ensure minimal returns, safe working conditions, and environmentally sustainable production, is now gaining steam, with increasing awareness and availability across a variety of products. However, this article addresses several major remaining challenges: (a) a lack of agreement about what fair trade really means and how it should be certified; (b) uneven awareness and availability across different areas, with marked differences between some parts of Europe and North America that reflect more fundamental debates about distribution; (c) larger questions about the extent of the potential contribution of fair trade to development under the current system, including limitations on the number and types of workers affected and the fair trade focus on commodity goods.     

Internalization of Environmental Practices and Institutional Complexity: Can Stakeholders Pressures Encourage Greenwashing?

This paper analyzes the determinants underlying the internalization of proactive environmental management proposed by certifiable environmental management systems (EMSs) such as those set out in ISO 14001 and the European Management and Auditing Scheme (EMAS). Using a study based on 232 usable questionnaires from EMAS-registered organizations, we explored the influence of institutional pressures from different stakeholders and the role of corporate strategy in the “substantial” versus “symbolic” integration of environmental practices. The results highlighted that although institutional pressures generally strengthen the internalization of proactive environmental practices, the influence of stakeholders can either support the integration of these practices or encourage their superficial adoption. For example, while pressure from suppliers and shareholders contribute to corporate greening, pressure from customers and industrial associations tend to encourage greenwashing (i.e., the superficial and misleading adoption of environmental practices). Product quality-oriented strategies also positively influence EMS internalization. The paper sheds light on the institutional complexity underlying the substantial versus symbolic implementation of environmental practices, and questions the dominant isomorphic view of EMS adoption. The paper also bridges the gap between complementary approaches on corporate greening, notably neo-institutional and stakeholder theories.     

Consumers' reaction to fair trade motivated price increases

Consumer perception of price increases and their reactions are a topic of great relevance for marketing research and practice. We investigate consumers' acceptance of price increases justified by higher costs due to company's corporate socially responsible activities by conducting two experimental studies. In the first study we examine perceived fairness and intentions following a price increase justified by a fair trade commitment. To assess the green attitude–behavior gap in consumer behavior our second study incorporates a real world experiment to explore actual consumer behavior against stated intentions. Our investigation adds nuance to our understanding of the effects of corporate social responsibility on consumer response to price increases. Our results reveal that a price increase due to a fair trade commitment is perceived as fair and does not have a negative impact on purchase behavior. We contrast our findings with a price increase due to higher taxes and due to profit increase. Our results demonstrate that fair trade justified price increases can skim twice the amount compared to tax justified increases. Furthermore, consumers' actual buying behavior reveals no difference to their stated intentions. Hence, prior research proclaiming an attitude–behavior gap in the context of consumers' socially responsible buying behavior has to be called into question.     

Grounds of Visitors' Post-Trade Fair Behavior: An Exploratory Study

ABSTRACT

This paper attempts to gain a deeper understanding of trade fairs as services, analyzing determinants of visitors' post-trade fair behavior (i.e., global satisfaction and future intention) according to their main objectives for trade fair participation. We discuss the fact that trade fairs represent a peculiar type of service, since the evaluation of satisfaction with the trade fair depends not only on the service provider (the organizer) but also on another stakeholder (the exhibitor). The nature of the study is exploratory and uses a survey applied to visitors at a business-to-business (B2B) international trade fair held in Portugal. The main conclusion is that, in the particular case of trade fairs as services, the role of the exhibitor is more important than the role of the organizer in determining the visitor's global satisfaction and intention to participate in future editions of the trade fair. The study contributes to trade fairs and services marketing literature and allows drawing of managerial implications, particularly relevant to trade fair organizers.