Purpose – Research on fairly‐traded products has shown that changing consumers' attitudes may not be the best strategy to bring consumers to purchase these products. The objective of this study is to examine a different, non‐cognitive approach based on the utilization of behavioral...

Purpose – The presence of fair trade coffee in cafés may help in strategic positioning and market differentiation. This paper aims to explore the extent to which this is evident for café customers. Design/methodology/approach – Customers were surveyed on their perceptions of café and...

Purpose – This paper examines the ethics of marketing both fair trade products and the movement's message of change, as fair trade shifts from a distribution system that relied on alternative distribution channels to one that is increasingly reliant on the commercial mainstream. The marketing...

Purpose – This paper seeks to explore the integration of social issues in the management of supply chains from an operations management perspective. Further, this research aims to develop a set of scales to measure multiple dimensions of supplier socially responsible practices. Finally, the...

Purpose – This study focused on two research questions: How do generational cohorts of fair trade consumers differ in their product attitudes and behaviors, retail preferences, shopping orientations, and socio‐political attitudes? How do factors influencing purchase intentions for fair trade...

Purpose – This study aims to provide competitive e‐tailing strategies for fair trade organizations using a benchmarking approach. Design/methodology/approach – A coding guide was developed to obtain information available on 28 fair trade web sites and 28 commercial web sites focusing on...

Purpose – The fair trade system was established as an alternative to the free trade system. In the case of fair trade apparel, certification standards are nascent and there is no consistent logo or labelling to aid consumers in their quest to purchase fairly‐made garments. The purpose of...

Purpose – This paper aims to consider the impact of Fair Trade on producers with particular reference to women involved in Fair Trade production. Design/methodology/approach – The paper considers Fair Trade as an alternative to rational economic models of free trade and as a tool for...

Purpose – The movement of profit‐orientated corporations into the fair trade value chain has caused some socially orientated fair trade organizations to question the direction the movement is taking. One organization at the forefront of the debate is Trade Aid (NZ), Inc. (hereafter Trade...

Purpose – The purpose of this paper is to explore the meanings and business practices of four Southern Fair Trade enterprises (SFTEs). Design/methodology/approach – The paper is based on research with four SFTEs in Bangladesh, taking an ethnographic approach with qualitative methodologies...