Fair Trade Coffee

2007 ◽  
Author(s):  
Gavin Fridell
Keyword(s):  
Fair Trade ◽  
Fair Trade Coffee

Do young consumers care about ethical consumption? Modelling Gen Z's purchase intention towards fair trade coffee

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Zachary Robichaud ◽  
Hong Yu
Keyword(s):  
Peer Influence ◽  
Significant Influence ◽  
Fair Trade ◽  
Purchase Intention ◽  
Sustainable Consumption ◽  
Subjective Norms ◽  
Ethical Consumption ◽  
Convenience Sample ◽  
Content Type ◽  
Fair Trade Coffee

PurposeA global shift in ethical/sustainable purchase drivers highlights Generation Z (persons aged 15–24) as an important market for producers and marketers. Although much research has touched on fair trade consumption, very little has focused on Gen Z's consumption patterns. This study provides insights into and implications of younger consumers' motivations in ethical/sustainable consumption.Design/methodology/approachThis research examines Gen Z's purchase intention towards fair trade coffee with the theory of reasoned action framework. Data were collected with a convenience sample, and analyses were conducted using structural equation modelling.FindingsThe research found a significant influence of knowledge of fair trade towards product interest. Furthermore, general attitudes towards fair trade had a significant influence on product interest, product likeability and convenience. Lastly, product interest and subjective norms significantly influenced Gen Z's purchase intentions towards fair trade coffee.Originality/valueFindings suggest that Gen Z's shift in ethical/sustainable consumption revolves around their subjective norms or peer influence circles and contributes to the notions of self-branding, identify claims and social currency. Younger generations are digital natives, and social media has created a looking glass into their actions. This digital expansion has created more opportunities for individuals to monitor the actions of others and release information in real-time. Therefore, ethical/sustainable consumption by Gen Z can be used as a communication tool among their peers to project personal values and ideological shifts and to influence others close to them.

“Our fair trade coffee tastes better”: It might, but under what conditions?

2021 ◽  
Author(s):  
Stuart C. Carr ◽  
Ines Meyer ◽  
Mahima Saxena ◽  
Christian Seubert ◽  
Lisa Hopfgarten ◽  
...  
Keyword(s):  
Fair Trade ◽  
Fair Trade Coffee

scholarly journals Placing the distant other on the shelf: An analysis and comparison of (fair trade) coffee packages in relation to commodity fetishism

2016 ◽  
Vol 21 (1) ◽  
pp. 35-40
Author(s):  
Robbe Geysmans ◽  
Lesley Hustinx
Keyword(s):  
Fair Trade ◽  
Empirical Studies ◽  
Direct Consequence ◽  
Commodity Fetishism ◽  
Textual Information ◽  
Fair Trade Coffee ◽  
Marketing Materials ◽  
The Relationship ◽  
Fair Trade Organizations ◽  
Ground Coffee

Fair trade has been praised for ‘de-fetishizing’ commodities by providing consumers with information on the production of the commodity. Various empirical studies of fair trade marketing materials have generated critique of this vision. However, these focused on materials produced by engaged fair trade organizations. As the fair trade concept has entered the mainstream, fair trade products have found their way into supermarkets. In this setting, these products are confronted with competition, both internal (with other fair trade products) and external (with non-fair trade products). In this article, we argue for a broader focus when studying the relationship between fair trade and defetishization. Our argument is based on a study of whether and how defetishization is advanced on packages of ground coffee within the retail landscape of Flanders, Belgium. Several categories of packages can be distinguished, based on brand (e.g., fair trade advocate, regular brand, retailer house brand) and label (e.g. fair trade label; other social label; no label, but origin is emphasized in the product name). We demonstrate the difficulty of distinguishing these packages based on the visual and textual information they carry (beyond the label), which complicates the identification of any clearly distinct ‘fair trade message’ on these packages. Instead of serving a clear ‘defetishizing’ function, these messages are mixed, interchanged, and adapted. We argue that this could be a direct consequence of perceived or actual changes in the consumer publics inherent to the mainstreaming of fair trade.

scholarly journals Fashioning sustainability: drawing lessons from the fair trade coffee industry

2021 ◽  
Author(s):  
Anne Pringle
Keyword(s):  
Fair Trade ◽  
Environmental Responsibility ◽  
Fashion Industry ◽  
Consumer Awareness ◽  
Entire Life ◽  
Fair Trade Coffee ◽  
Business To Consumer ◽  
Eco Fashion ◽  
Do So ◽  
Voluntary Initiatives

Due to the fashion industry’s global reach, spanning many jurisdictions, regulations are difficult to implement, monitor and enforce. Strict voluntary initiatives that focus on raising consumer awareness, thereby creating greater demand for eco fashion have greater potential to lead to reform within the fashion industry. To do so, voluntary initiatives must include clear labeling of ‘eco’ products and designer input, and include strict guidelines for company and designer standards. Standards must take the entire life cycle of a garment into consideration. Fashion can apply lesson from the fair trade coffee industry by appealing to consumers based on ethics and environmental responsibility through a trusted consumerfacing label. Fair trade was successful, in part, due to their recognizable label. Fair trade type certifications are most often business to consumer facing and provide consumers with the environmental and social information on the benefits of purchasing fair trade. Fair trade certification models have capitalized on large retailer involvement, allowing certifications to become mainstreamed and therefore more accessible for consumers.

scholarly journals How Fair Is Fair-Trade: How Much Do Coffee Buyers Know About Grower Food Security & Nutrition? (P04-080-19)

2019 ◽  
Vol 3 (Supplement_1) ◽  
Author(s):  
Nina Schlossman ◽  
Roberta Lauretti-Bernhard ◽  
Amanda Bridges
Keyword(s):  
Food Security ◽  
Fair Trade ◽  
Secondary Data ◽  
Small Scale ◽  
Fair Trade Coffee ◽  
Organic Certification ◽  
Funding Sources ◽  
Specialty Coffee ◽  
Small Scale Farmers ◽  
Food Security And Nutrition

Abstract Objectives There is currently no information on what buyers know about nutrition of their fair trade coffee grower's nutrition and therefore are missing the opportunity to improve the condition of their grower families, many of whom are headed by women. Our objectives are to highlight knowledge and awareness of buyers and consumers; identify best practices to address needs of coffee growers and families to improve nutrition resources; and develop “Nutrition Actions for Coffee Growers” for companies to implement. Methods Review evidence and secondary data; review U.S. Government programs supporting small-scale farmers and their effectiveness to address grower nutrition; conduct key informant interviews with coffee buyers and companies identified during the Specialty Coffee Expo, April 2019 and Sustainability Consortium TSC10 Conference. Research protocol: Internet-search (pubmed, other sources); synthesize evidence from studies, publications, research; attend Specialty Coffee Expo and Sustainability Consortium TSC10; identify key informants among TSC10, International Women's Coffee Association (IWCA), coffee buyers and companies focusing on fair trade coffee; develop interview instruments; conduct interviews. Results This abstract is focused on methods and protocol for our research which will be the first of its kind. Conclusions This study will provide insight into fair trade purchasers’ understanding and recommend actions companies can take to enable women growers and their families to improve family food security and nutrition. Women provide up to 70% of labor in cultivating and harvesting coffee and 20–35% of coffee-producing households are female headed (International Coffee Organization, ICC 121, 2018). Even when growers get a price premium for fair trade or organic certification, it is not enough to support family livelihoods (Bacon, 2008; Méndez, 2010; Beauchelt, 2012, 2011). Better understanding among fair trade coffee buyers and companies will provide opportunities for growers to ensure better household nutrition. These actions could be scaled to other fair trade products like cocoa, essential oils, artisanal textiles. Funding Sources Global Food & Nutrition Inc. provided funding for the literature review and conference participation.

scholarly journals Do Consumers Care about Ethics? Willingness to Pay for Fair-Trade Coffee

2005 ◽  
Vol 39 (2) ◽  
pp. 363-385 ◽  
Author(s):  
PATRICK DE PELSMACKER ◽  
LIESBETH DRIESEN ◽  
GLENN RAYP
Keyword(s):  
Willingness To Pay ◽  
Fair Trade ◽  
Fair Trade Coffee
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