IDEAS home Printed from https://ideas.repec.org/a/kap/jbuset/v113y2013i3p461-474.html
   My bibliography  Save this article

The Development of a Market for Sustainable Coffee in The Netherlands: Rethinking the Contribution of Fair Trade

Author

Listed:
  • Paul Ingenbleek
  • Machiel Reinders

Abstract

In recent years, researchers have observed the process of mainstreaming Fair Trade and the emergence of alternative sustainability standards in the coffee industry. The underlying market dynamics that have contributed to these developments are, however, under-researched. Insight into these dynamics is important to understand how markets can develop to favor sustainability. This study examines the major developments in the market for certified coffee in the Netherlands. It finds that, in the creation of a market for sustainable coffee, decisions that significantly influence market creation are made in the lead companies (retailers and coffee roasters). These decisions are made possible by the availability of multiple systems of sustainability standards and by the existence of a small segment of loyal Fair Trade customers that ensured that sustainability remained an issue on the coffee market in the years before the market creation took-off. Fair Trade did not become the new rule in this process, but it became the benchmark against which companies could compare themselves and the basis upon which they built in adopting or developing new standards that would be more feasible in their business models. Copyright The Author(s) 2013

Suggested Citation

  • 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.
    • Handle: RePEc:kap:jbuset:v:113:y:2013:i:3:p:461-474
    DOI: 10.1007/s10551-012-1316-4
    as

    Download full text from publisher

    File URL: http://hdl.handle.net/10.1007/s10551-012-1316-4
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1007/s10551-012-1316-4?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Corinne Gendron & Véronique Bisaillon & Ana Rance, 2009. "The Institutionalization of Fair Trade: More than Just a Degraded Form of Social Action," Journal of Business Ethics, Springer, vol. 86(1), pages 63-79, April.
    2. Paul Ingenbleek & Matthew T.G. Meulenberg, 2006. "The battle between “good” and “better”: A strategic marketing perspective on codes of conduct for sustainable agriculture," Agribusiness, John Wiley & Sons, Ltd., vol. 22(4), pages 451-473.
    3. Nil Özçağlar-Toulouse & Amina Béji-Bécheur & Patrick Murphy, 2009. "Fair Trade in France: From Individual Innovators to Contemporary Networks," Journal of Business Ethics, Springer, vol. 90(4), pages 589-606, December.
    4. repec:ilo:ilowps:357069 is not listed on IDEAS
    5. Kolk, Ans & van Tulder, Rob, 2002. "The Effectiveness of Self-regulation:: Corporate Codes of Conduct and Child Labour," European Management Journal, Elsevier, vol. 20(3), pages 260-271, June.
    6. Ingenbleek, Paul & Binnekamp, Menno & Goddijn, Silvia, 2007. "Setting standards for CSR: A comparative case study on criteria-formulating organizations," Journal of Business Research, Elsevier, vol. 60(5), pages 539-548, May.
    7. Giovannucci, Daniele & Ponte, Stefano, 2005. "Standards as a new form of social contract? Sustainability initiatives in the coffee industry," Food Policy, Elsevier, vol. 30(3), pages 284-301, June.
    8. Raynolds, Laura T., 2009. "Mainstreaming Fair Trade Coffee: From Partnership to Traceability," World Development, Elsevier, vol. 37(6), pages 1083-1093, June.
    9. 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.
    10. Barrientos, Stephanie & Dolan, Catherine & Tallontire, Anne, 2003. "A Gendered Value Chain Approach to Codes of Conduct in African Horticulture," World Development, Elsevier, vol. 31(9), pages 1511-1526, September.
    11. Redfern, Andy. & Snedker, Paul., 2002. "Creating market opportunities for small enterprises : experiences of the fair trade movement," ILO Working Papers 993570693402676, International Labour Organization.
    12. Iain Davies & Bob Doherty & Simon Knox, 2010. "The Rise and Stall of a Fair Trade Pioneer: The Cafédirect Story," Journal of Business Ethics, Springer, vol. 92(1), pages 127-147, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. 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).
    2. Alexander Flaig & Daniel Kindström & Mikael Ottosson, 2021. "Market-shaping phases—a qualitative meta-analysis and conceptual framework," AMS Review, Springer;Academy of Marketing Science, vol. 11(3), pages 354-374, December.
    3. 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.
    4. 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.
    5. Kiefner, Valentin & Mohr, Alexander & Schumacher, Christian, 2022. "Female executives and multinationals’ support of the UN's sustainable development goals," Journal of World Business, Elsevier, vol. 57(3).
    6. Marko Reimer & Sebastiaan Doorn & Mariano L. M. Heyden, 2018. "Unpacking Functional Experience Complementarities in Senior Leaders’ Influences on CSR Strategy: A CEO–Top Management Team Approach," Journal of Business Ethics, Springer, vol. 151(4), pages 977-995, September.
    7. Benmecheddal, Ahmed & Nguyen, Arthur & Özçaglar-Toulouse, Nil, 2023. "The micro dynamics of participation in collective market work: The case of Community-Supported Agriculture in France," Journal of Business Research, Elsevier, vol. 157(C).
    8. Joseph, George & Trubey, Richard, 2022. "Café Solar® – Sustainable coffee in Central America," Journal of Accounting Education, Elsevier, vol. 61(C).
    9. 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.
    10. Pavel Castka & Charles J. Corbett, 2016. "Governance of Eco-Labels: Expert Opinion and Media Coverage," Journal of Business Ethics, Springer, vol. 135(2), pages 309-326, May.
    11. Bonisoli, Lorenzo & Piedra-Muñoz, Laura & Galdeano-Gómez, Emilio & Pérez Mesa, Juan Carlos, 2019. "Benchmarking agri-food sustainability certifications: evidences from applying SAFA in the Ecuadorian banana agri-system," MPRA Paper 119956, University Library of Munich, Germany.
    12. 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.
    13. Sadia Samar Ali & Rajbir Kaur & Filiz Ersöz & Bothinah Altaf & Arati Basu & Gerhard-Wilhelm Weber, 2020. "Measuring carbon performance for sustainable green supply chain practices: a developing country scenario," Central European Journal of Operations Research, Springer;Slovak Society for Operations Research;Hungarian Operational Research Society;Czech Society for Operations Research;Österr. Gesellschaft für Operations Research (ÖGOR);Slovenian Society Informatika - Section for Operational Research;Croatian Operational Research Society, vol. 28(4), pages 1389-1416, December.

    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. Jutta Kister, 2013. "Fair trade in Germany left the niche market. Power shifts observed in global fair trade value chains," Economia agro-alimentare, FrancoAngeli Editore, vol. 15(3), pages 35-54.
    2. 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.
    3. Dietz, Thomas & Auffenberg, Jennie & Estrella Chong, Andrea & Grabs, Janina & Kilian, Bernard, 2018. "The Voluntary Coffee Standard Index (VOCSI). Developing a Composite Index to Assess and Compare the Strength of Mainstream Voluntary Sustainability Standards in the Global Coffee Industry," Ecological Economics, Elsevier, vol. 150(C), pages 72-87.
    4. Janina Grabs & Graeme Auld & Benjamin Cashore, 2021. "Private regulation, public policy, and the perils of adverse ontological selection," Regulation & Governance, John Wiley & Sons, vol. 15(4), pages 1183-1208, October.
    5. Anne Tallontire & Maggie Opondo & Valerie Nelson & Adrienne Martin, 2011. "Beyond the vertical? Using value chains and governance as a framework to analyse private standards initiatives in agri-food chains," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 28(3), pages 427-441, September.
    6. Nindl, Elisabeth, 2014. "An empirical assessment of Fairtrade: A perspective for low-and middle-income countries?," Department of Economics Working Paper Series 160, WU Vienna University of Economics and Business.
    7. Elisabeth Nindl, 2014. "An empirical assessment of Fairtrade: A perspective for low- and middle-income countries?," Department of Economics Working Papers wuwp160, Vienna University of Economics and Business, Department of Economics.
    8. Alex Nicholls & Benjamin Huybrechts, 2016. "Sustaining Inter-organizational Relationships Across Institutional Logics and Power Asymmetries: The Case of Fair Trade," Journal of Business Ethics, Springer, vol. 135(4), pages 699-714, June.
    9. Vicol, Mark & Neilson, Jeffrey & Hartatri, Diany Faila Sophia & Cooper, Peter, 2018. "Upgrading for whom? Relationship coffee, value chain interventions and rural development in Indonesia," World Development, Elsevier, vol. 110(C), pages 26-37.
    10. Snider, Anna & Gutiérrez, Isabel & Sibelet, Nicole & Faure, Guy, 2017. "Small farmer cooperatives and voluntary coffee certifications: Rewarding progressive farmers of engendering widespread change in Costa Rica?," Food Policy, Elsevier, vol. 69(C), pages 231-242.
    11. Philip H. Howard & Daniel Jaffee, 2013. "Tensions Between Firm Size and Sustainability Goals: Fair Trade Coffee in the United States," Sustainability, MDPI, vol. 5(1), pages 1-18, January.
    12. Ingenbleek, Paul & Binnekamp, Menno & Goddijn, Silvia, 2007. "Setting standards for CSR: A comparative case study on criteria-formulating organizations," Journal of Business Research, Elsevier, vol. 60(5), pages 539-548, May.
    13. Grabs, Janina & Kilian, Bernard & Hernandez, Daniel Calderon & Dietz, Thomas, 2016. "Understanding Coffee Certification Dynamics: A Spatial Analysis of Voluntary Sustainability Standard Proliferation," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 19(3), pages 1-26, August.
    14. Victoria A. Maguire-Rajpaul & Vinesh M. Rajpaul & Constance L. McDermott & Luís Fernando Guedes Pinto, 2020. "Coffee certification in Brazil: compliance with social standards and its implications for social equity," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 22(3), pages 2015-2044, March.
    15. Childs, John, 2014. "A new means of governing artisanal and small-scale mining? Fairtrade gold and development in Tanzania," Resources Policy, Elsevier, vol. 40(C), pages 128-136.
    16. Bitzer, Verena, 2012. "Partnering for Change in Chains: the Capacity of Partnerships to Promote Sustainable Change in Global Agrifood Chains," International Food and Agribusiness Management Review, International Food and Agribusiness Management Association, vol. 15(B), pages 1-25, December.
    17. Simon L. Bager & Eric F. Lambin, 2020. "Sustainability strategies by companies in the global coffee sector," Business Strategy and the Environment, Wiley Blackwell, vol. 29(8), pages 3555-3570, December.
    18. Danilo Brozović & Anna D’Auria & Marco Tregua, 2020. "Value Creation and Sustainability: Lessons from Leading Sustainability Firms," Sustainability, MDPI, vol. 12(11), pages 1-19, May.
    19. Lauren Rosenberg & Mark Swilling & Walter J V Vermeulen, 2018. "Practices of Third Wave Coffee: A Burundian Producer's Perspective," Business Strategy and the Environment, Wiley Blackwell, vol. 27(2), pages 199-214, February.
    20. Van Loo, Ellen J. & Caputo, Vincenzina & Nayga, Rodolfo M. & Seo, Han-Seok & Zhang, Baoyue & Verbeke, Wim, 2015. "Sustainability labels on coffee: Consumer preferences, willingness-to-pay and visual attention to attributes," Ecological Economics, Elsevier, vol. 118(C), pages 215-225.

    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:kap:jbuset:v:113:y:2013:i:3:p:461-474. 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: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.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.