Karjalainen, Katri; Moxham, Claire - In: Journal of Business Ethics 116 (2013) 2, pp. 267-282
Driven by increased consumer interest and stakeholder pressure, the number of Fairtrade (FT) products has been steadily increasing. The mainstreaming of FT means that the products are now facing stiff competition within the generic product categories in which they operate. While consumers may...