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

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  • 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
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    3. Joseph, George & Trubey, Richard, 2022. "Café Solar® – Sustainable coffee in Central America," Journal of Accounting Education, Elsevier, vol. 61(C).
    4. 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.
    5. 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.
    6. 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.
    7. 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.
    8. 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.
    9. 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.
    10. 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.
    11. 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).
    12. 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.
    13. Syväri, Mariia & Tähtinen, Jaana & Nordberg-Davies, Sini, 2025. "Enacting ‘true business sustainability’ − Market shaping for environmental impact," Journal of Business Research, Elsevier, vol. 186(C).
    14. 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.

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