IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v14y2022i24p17033-d1008100.html
   My bibliography  Save this article

Why Are You Turning a Blind Eye to Fair Trade Coffee?—Focused on the Comparison between Korea and Africa

Author

Listed:
  • Mina Jo

    (Division of Hotel & Tourism, College of Economics & Business Administration, The University of Suwon, Hwaseong 18323, Republic of Korea)

  • Haggai Kennedy Ochieng

    (Department of Liberal Arts, Duksung Women’s University, Seoul 01369, Republic of Korea)

  • Jisong Kim

    (Department of Economics, College of Economics & Business Administration, The University of Suwon, Hwaseong 18323, Republic of Korea)

Abstract

This study examines the reasons why people turn a blind eye to fair trade coffee (FTC) and the way to revitalize the FTC market. In-depth interviews with eight Koreans and eight Africans living in Korea were conducted and analyzed qualitatively. Our thematic analysis employed NVivo Word Cloud analysis and Text Search to analyze the relationship among words. The study reveals that Koreans do not purchase FTC due to low awareness, low priority among coffee selection attributes, low accessibility and low product competitiveness. As producers, Africans do not produce FTC because of a lack of information, low returns, cultural factors, lack of interest from political leaders and corruption. African consumers do not purchase FTC due to low accessibility, low priority among coffee selection attributes, doubts about FTC and its high price. To revitalize the FTC market on the demand side, it is important to improve accessibility, promote and market the brand and pay attention to cultural constraints.

Suggested Citation

  • Mina Jo & Haggai Kennedy Ochieng & Jisong Kim, 2022. "Why Are You Turning a Blind Eye to Fair Trade Coffee?—Focused on the Comparison between Korea and Africa," Sustainability, MDPI, vol. 14(24), pages 1-19, December.
    • Handle: RePEc:gam:jsusta:v:14:y:2022:i:24:p:17033-:d:1008100
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/14/24/17033/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/14/24/17033/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Yang, Shang-Ho & Hu, Wuyang & Mupandawana, Malvern & Liu, Yun, 2012. "Consumer Willingness to Pay for Fair Trade Coffee: A Chinese Case Study," Journal of Agricultural and Applied Economics, Southern Agricultural Economics Association, vol. 44(1), pages 1-14, February.
    2. Paul Ingenbleek & Machiel Reinders, 2013. "The Development of a Market for Sustainable Coffee in The Netherlands: Rethinking the Contribution of Fair Trade," Journal of Business Ethics, Springer, vol. 113(3), pages 461-474, March.
    3. Kolk, Ans, 2005. "Corporate Social Responsibility in the Coffee Sector:: The Dynamics of MNC Responses and Code Development," European Management Journal, Elsevier, vol. 23(2), pages 228-236, April.
    4. Alex Nicholls, 2010. "Fair Trade: Towards an Economics of Virtue," Journal of Business Ethics, Springer, vol. 92(2), pages 241-255, April.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Janina Grabs, 2020. "Assessing the institutionalization of private sustainability governance in a changing coffee sector," Regulation & Governance, John Wiley & Sons, vol. 14(2), pages 362-387, April.
    2. Andrew Ngawenja Mzembe & Adam Lindgreen & François Maon & Joëlle Vanhamme, 2016. "Investigating the Drivers of Corporate Social Responsibility in the Global Tea Supply Chain: A Case Study of Eastern Produce Limited in Malawi," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 23(3), pages 165-178, May.
    3. Takahashi, Ryo, 2021. "How to stimulate environmentally friendly consumption: Evidence from a nationwide social experiment in Japan to promote eco-friendly coffee," Ecological Economics, Elsevier, vol. 186(C).
    4. Fenna Arnoldussen & Mark J. Koetse & Sander M. de Bruyn & Onno Kuik, 2022. "What Are People Willing to Pay for Social Sustainability? A Choice Experiment among Dutch Consumers," Sustainability, MDPI, vol. 14(21), pages 1-21, November.
    5. Takahashi, Ryo & Todo, Yasuyuki & Funaki, Yukihiko, 2018. "How Can We Motivate Consumers to Purchase Certified Forest Coffee? Evidence From a Laboratory Randomized Experiment Using Eye-trackers," Ecological Economics, Elsevier, vol. 150(C), pages 107-121.
    6. Ans Kolk, 2012. "Towards a Sustainable Coffee Market: Paradoxes Faced by a Multinational Company," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 19(2), pages 79-89, March.
    7. Verburg, René W. & Verberne, Emma & Negro, Simona O., 2022. "Accelerating the transition towards sustainable agriculture: The case of organic dairy farming in the Netherlands," Agricultural Systems, Elsevier, vol. 198(C).
    8. Jaung, Wanggi & Putzel, Louis & Bull, Gary Q. & Kozak, Robert & Markum,, 2016. "Certification of forest watershed services: A Q methodology analysis of opportunities and challenges in Lombok, Indonesia," Ecosystem Services, Elsevier, vol. 22(PA), pages 51-59.
    9. Émilie Lanciano & Séverine Saleilles, 2017. "Small firms in the sustainable transformation of food industry: entangling entrepreneurship and activism in grassroots innovation processes," Post-Print halshs-01879116, HAL.
    10. Katherine Fuller & Carola Grebitus, 2023. "Consumers' preferences and willingness to pay for coffee sustainability labels," Agribusiness, John Wiley & Sons, Ltd., vol. 39(4), pages 1007-1025, October.
    11. Stefan C. Dekker & Aletta D. Kraneveld & Jerry van Dijk & Agni Kalfagianni & Andre C. Knulst & Herman Lelieveldt & Ellen H. M. Moors & Eggo Müller & Raymond H. H. Pieters & Corné M. J. Pieterse & Step, 2020. "Towards Healthy Planet Diets—A Transdisciplinary Approach to Food Sustainability Challenges," Challenges, MDPI, vol. 11(2), pages 1-19, September.
    12. Antje Wahl & Gary Bull, 2014. "Mapping Research Topics and Theories in Private Regulation for Sustainability in Global Value Chains," Journal of Business Ethics, Springer, vol. 124(4), pages 585-608, November.
    13. Grzegorz Maciejewski & Sylwia Mokrysz & Łukasz Wróblewski, 2019. "Segmentation of Coffee Consumers Using Sustainable Values: Cluster Analysis on the Polish Coffee Market," Sustainability, MDPI, vol. 11(3), pages 1-20, January.
    14. Erpeng Wang & Ning An & Zhifeng Gao & Emmanuel Kiprop & Xianhui Geng, 2020. "Consumer food stockpiling behavior and willingness to pay for food reserves in COVID-19," Food Security: The Science, Sociology and Economics of Food Production and Access to Food, Springer;The International Society for Plant Pathology, vol. 12(4), pages 739-747, August.
    15. Ken Peattie & Anthony Samuel, 2018. "Fairtrade Towns as Unconventional Networks of Ethical Activism," Journal of Business Ethics, Springer, vol. 153(1), pages 265-282, November.
    16. Manning, Stephan & Boons, Frank & von Hagen, Oliver & Reinecke, Juliane, 2012. "National contexts matter: The co-evolution of sustainability standards in global value chains," Ecological Economics, Elsevier, vol. 83(C), pages 197-209.
    17. Xuqi Chen & Zhifeng Gao & Lisa House & Jiaoju Ge & Chengfeng Zong & Fred Gmitter, 2016. "Opportunities for Western Food Products in China: The Case of Orange Juice Demand," Agribusiness, John Wiley & Sons, Ltd., vol. 32(3), pages 343-362, July.
    18. Veenarat Ut-tha & Pai-Po Lee & Rebecca Chung, 2021. "Willingness to Pay for Sustainable Coffee: A Case of Thai Consumers," SAGE Open, , vol. 11(4), pages 21582440211, October.
    19. Georgy Egorov & Bård Harstad, 2017. "Private Politics and Public Regulation," The Review of Economic Studies, Review of Economic Studies Ltd, vol. 84(4), pages 1652-1682.
    20. Yuqing Zheng & Songqing Jin & Jian Zhang, 2019. "The 21st century agribusiness in China: E‐commerce, consumer preference, and competition," Agribusiness, John Wiley & Sons, Ltd., vol. 35(1), pages 3-5, January.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:14:y:2022:i:24:p:17033-:d:1008100. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.