The Institutionalization of Fair Trade: More than Just a Degraded Form of Social Action

The context of economic globalization has contributed to the emergence of a new form of social action which has spread into the economic sphere in the form of the new social economic movements. The emblematic figure of this new generation of social movements is fair trade, which influences the economy towards political or social ends. Having emerged from multiple alternative trade practices, fair trade has gradually become institutionalized since the professionalization of World Shops, the arrival of fair trade products in the food industry, and the establishment of an official “fair trade” label. With the strength that this institutionalization has generated, fair trade can now be considered a real trade system that questions, as much as it renews, the traditional economic system. In parallel, this transformation has exacerbated the tensions within the movement, which can be characterized as a clash between a “radical, militant” pole and a “softer, more commercial” one. However, it is not the actual institutionalization of fair trade which is being debated among fair trade actors on either side of the fence, but rather the challenges inherent in finding an economic institutionalization acceptable to social economic movements. Therefore the institutionalization process of fair trade should not be seen as mere degradation of social action, but rather as typical of the institutionalization process of new social economic movements. If we need to worry about the highjacking and alteration of the fair trade movement by the dominant economic system, the opposite is no less likely, as new social economic movements contribute to an ethical restructuring of markets.     

The Institutionalization of Fair Trade: More than Just a Degraded Form of Social Action

The context of economic globalization has contributed to the emergence of a new form of social action which has spread into the economic sphere in the form of the new social economic movements. The emblematic figure of this new generation of social movements is fair trade, which influences the economy towards political or social ends. Having emerged from multiple alternative trade practices, fair trade has gradually become institutionalized since the professionalization of World Shops, the arrival of fair trade products in the food industry, and the establishment of an official “fair trade” label. With the strength that this institutionalization has generated, fair trade can now be considered a real trade system that questions, as much as it renews, the traditional economic system. In parallel, this transformation has exacerbated the tensions within the movement, which can be characterized as a clash between a “radical, militant” pole and a “softer, more commercial” one. However, it is not the actual institutionalization of fair trade which is being debated among fair trade actors on either side of the fence, but rather the challenges inherent in finding an economic institutionalization acceptable to social economic movements. Therefore the institutionalization process of fair trade should not be seen as mere degradation of social action, but rather as typical of the institutionalization process of new social economic movements. If we need to worry about the highjacking and alteration of the fair trade movement by the dominant economic system, the opposite is no less likely, as new social economic movements contribute to an ethical restructuring of markets.     

The Role of Personal Values in Fair Trade Consumption

Research in the U.S. on fair trade consumption is sparse. Therefore, little is known as to what motivates U.S. consumers to buy fair trade products. This study sought to determine which values are salient to American fair trade consumption. The data were gathered via a Web-based version of the Schwartz Value Survey (SVS) and were gleaned from actual consumers who purchase fair trade products from a range of Internet-based fair trade retailers. This study established that indeed there are significant interactions between personal values and fair trade consumption and that demographics proved to be useless in creating a profile of the American fair trade consumer.     

What do Corporations have to do with Fair Trade? Positive and Normative Analysis from a Value Chain Perspective

There has been tremendous growth in the sales of certified fair trade products since the introduction of the first of these goods in the Netherlands in 1988. Many would argue that this rapid growth has been due in large part to the increasing involvement of corporations. Still, participation by corporations in fair trade has not been welcomed by all. The basic point of contention is that, while corporate participation has the potential to rapidly extend the market for fair trade goods, it threatens key aspects of what many see as the original vision of fair trade – most notably a primary concern for the plight of small producers and the goal of developing an alternative approach to trade and development – and may even be undermining its long-term survival. The primary purpose of this article is to explore the normative issues involved in corporate participation in fair trade. In order to do that, however, it first provides a positive analysis of how corporations are actually involved in fair trade. In order to achieve both of these ends, the article draws upon global value chain analysis.     

Supporting Social Enterprises to Support Vulnerable Consumers: The Example of Community Development Finance Institutions and Financial Exclusion

This article examines the role of social enterprises in providing fair services to vulnerable consumers, focusing on the vulnerability of low-income consumers to high-cost exploitative credit as a result of a lack of access to mainstream financial services. It will be argued that both the state and the corporate sector have a role to play in providing the means with which vulnerable consumers can overcome financial exclusion, through access to fair services. However, this cannot and should not be achieved through increased welfare provision or through reliance on corporate social responsibility initiatives alone. In rejecting solutions focused on increased welfare or voluntary corporate social responsibility initiatives, this article suggests that regulatory support for the development and growth of social enterprises, such as community development finance institutions, will most effectively give rise to a social framework in which vulnerability and unequal opportunity with respect to financial services is addressed.     

Opening the black box of entrepreneurship: The Italian case in a historical perspective

This paper critically examines the discourse surrounding fair trade mainstreaming, and discusses the potential avenues for the future of the social movement. The authors have a unique insight into the fair trade market having a combined experience of over 30 years in practice and 15 as fair trade scholars. The paper highlights a number of benefits of mainstreaming, not least the continued growth of the global fair trade market (tipped to top $7bn in 2012). However, the paper also highlights the negative consequences of mainstreaming on the long-term viability of fair trade as a credible ethical standard.     

Shopping for Human Rights. An Introduction to the Special Issue

Globalization, free trade, and individualization have opened up a worldwide marketplace for trading goods. The fair trade movement and other political consumerist endeavours view consumers as important active holders of responsibility for global welfare. Civil society and governments strive to teach consumers how political consumerism can be used as a push factor to change market capitalism. The market itself can also create an interest in political consumerism and, thereby, teach consumers about the political responsibility embedded in their shopping choices. When this happens, the market works as a pull factor for securing human rights. Questions can be raised about the significance of political consumers as a way to solve complex global problems. Political consumerism may be a fair-weather option that loses its attractiveness in times of downward private and corporate economic spirals. Parts of the fair trade movement believe that there are problems with sole reliance on voluntary consumer choice and using personal money and private capital to solve human rights problems by shopping them away. The exponential growth of voluntary codes of corporate conduct and labelling schemes has also created contradictory practices, incoherence in efforts, and superficial changes or what activists call “sweatwash.” Increasingly, many actors call on international law to create new standards that apply direct human rights obligations on corporations.     

从历史视角看美国贸易政策的本质

美国的贸易政策是指能直接影响美国进出口地理方向和进出口商品结构、跨国投资的政府措施。必须从经济和政治结合的角度去理解美国的贸易政策,美国贸易政策的本质是实现美国国内外经济利益和政治利益的工具或手段。贸易保护主义和贸易自由化都是美国利益的实现方式。认识美国贸易政策的本质为认识中美贸易方面存在的问题提供一种思路。     

Perceptions of Agriculture and Food Corporate Social Responsibility

An online survey of 1,201 U.S. residents was conducted in April 2015 to better understand individuals’ perceptions of prominent areas of corporate social responsibility (CSR) in the food supply chain. Demographic and household consumption information, including supermarket patronage, was collected. Each respondent completed best–worst tasks for CSR areas designed to elicit their relative importance of CSR areas. Overall, health and safety were perceived as the most important CSR area, and environment was prioritized second. Indicating gender as female and/or reporting age over 65 was positively correlated with the relative importance placed on health and safety, but negatively correlated with the size of preference share for nearly all other CSR areas investigated. Membership in the younger age categories was positively correlated with the size of the preference shares devoted to procurement, labor, fair trade, and biotechnology.     

Corporate social monitoring in South Africa: A decade of achievement,an uncertain future

Corporate social monitoring has reached its most systematic form and has had the most practical impact with regard to companies doing business in South Africa. The Sullivan Principles have guided the monitoring system for U.S. companies, of which about 166 remain in South Africa and about 140 have withdrawn. However, corporate social monitoring in South Africa is currently subject to certain tensions. The Rev. Sullivan has called for the withdrawal of U.S. companies, and has himself withdrawn from the monitoring effort.This paper discusses the economic climate for U.S. business in South Africa both historically and currently, the conflicting pressures experienced by U.S. companies remaining there, and the effectiveness of strategies aimed to create pressure for companies to withdraw, including divestment resolutions, purchasing restrictions, and sanctions.Current attempts to retain a form of corporate social monitoring are described. The potential politicization of the system is discussed, with particular attention paid to the formation of a new structure which could come to provide the moral leadership formerly provided by the Rev. Sullivan. However, corporate social monitoring could become confused with an anti-sanctions lobbying effort on the part of corporations, and would lose credibility if this were to occur.Karen Paul is an Associate Professor of Management at Rochester Institute of Technology. The research for her article was completed while she was 1987–88 Peace Fellow at the Bunting Institute of Radcliffe College, and was also supported by a Fulbright Senior Research Grant.     

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.     

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.     

Free trade as ideology: fair trade as goal problems of an ideological approach in U.S. trade policy

Increased protectionist practices among the major industrialized countries present serious challenges to a free trade doctrine. Contradictions between theory and practice make the defense of a pure trade system increasingly untenable. Yet U.S. trade policy continues to be driven by an ideological commitment to such a system. Changing international economic and political conditions suggest that a new “fair trade” paradigm may be in the making. However, replacement of a “free” trade regime by a “fair” one will depend on how well the weaknesses of a free trade ideology can be overcome. These weaknesses are discussed and some suggestions are offered for clarifying policy thinking about free trade under contemporary conditions.     

Do falling iceberg costs explain recent U.S. export growth?

We study empirically and theoretically the growth of U.S. manufacturing exports from 1987 to 2007. We use plant-level data on exporters' export intensity to identify the changes in iceberg costs over this period. Given this change in iceberg costs, we find that a GE model with heterogeneous establishments and dynamic exporting decision from a sunk cost of starting to export is consistent with both aggregate U.S. export growth and the changes in the number and size of U.S. exporters. The model also captures the gradual response of U.S. exports to the cut in iceberg costs. A model with a static exporting decision generates substantially less trade growth and misses out on the timing of export growth. We also study the interplay between changes in the structure of manufacturing and trade. We find that the growth in trade contributed little to the contraction in U.S. manufacturing while changes in the structure of manufacturing from changes in sectoral productivity, capital intensity, idiosyncratic shocks, and corporate taxation reduced U.S. export growth by as much as 10%.     

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.     

Migration of skilled workers and innovation: A European Perspective

We study empirically and theoretically the growth of U.S. manufacturing exports from 1987 to 2007. We use plant-level data on exporters' export intensity to identify the changes in iceberg costs over this period. Given this change in iceberg costs, we find that a GE model with heterogeneous establishments and dynamic exporting decision from a sunk cost of starting to export is consistent with both aggregate U.S. export growth and the changes in the number and size of U.S. exporters. The model also captures the gradual response of U.S. exports to the cut in iceberg costs. A model with a static exporting decision generates substantially less trade growth and misses out on the timing of export growth. We also study the interplay between changes in the structure of manufacturing and trade. We find that the growth in trade contributed little to the contraction in U.S. manufacturing while changes in the structure of manufacturing from changes in sectoral productivity, capital intensity, idiosyncratic shocks, and corporate taxation reduced U.S. export growth by as much as 10%.     

企业社会责任与贸易壁垒研究

文章结合国际贸易法学和公司治理学两种范式探讨了企业社会责任运动中出现的"贸易壁垒化"倾向,比较分析了"绿色贸易壁垒"、"蓝色贸易壁垒"两种主要形式对发展中国家及整个国际贸易自由化产生的消极影响。我国"入世"后,为应对新近出现的"蓝色贸易壁垒",政府和企业需要借鉴以往GATT/WTO框架内应对"绿色贸易壁垒"的立法和司法经验。     

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.     

Why does not everybody purchase fair trade products? The question of the fairness of fair trade products' consumption for consumers1

Current statistics show that more than three out of four people in France have heard about fair trade. However, fair trade goods are purchased in significantly higher proportions by executive class people, individuals with a postgraduate education, urban dwellers and high‐income earners. Why does not everybody purchase fair trade products? An important question follows: is fair trade not really fair for consumers? This paper seeks to gain deeper insight into what social features give rise to the consumption of fair trade goods using quantitative and qualitative data to verify the reasons for which fair trade goods are consumed by particular groups in society. It shows that the lack of access to information and financial resources can explain consumers' refusal to purchase fair trade products. But this explanation is incomplete, as the meaning given by consumers to their consumption appears to be a key‐factor to understand their behaviour: refusing to buy fair trade goods can be a deliberate choice.     

Outward Foreign Direct Investment,Interindustry Networks,and U.S. Trade Politics

This article investigates how outward foreign direct investment by U.S. multinational corporations influences industry lobbying for trade protection in the United States, focusing on interindustry structure of goods sales networks between upstream and downstream sectors and also on the multinationals’ input procurement patterns. If foreign affiliates of U.S. multinationals switch input sources from U.S. to host-country suppliers, U.S. suppliers should receive a negative demand shock, ceteris paribus. An empirical test finds that those U.S. upstream sectors that are highly dependent upon U.S. multinationals for goods sales tend to lobby more as the multinationals’ overseas production and sales increase.