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Reputation and Trust Within the Fair Trade Movement in Brazil

Author

Listed:
  • Riccardo Da Re

    (Department of Land, Environment, Agriculture and Forestry, University of Padova, Viale dell’Università 16, Legnaro (PD))

  • Sergio Pedini

    (Istituto Federal do Sul de Minas Gerais, Poços das Caldas, MG)

  • Fabio Maria Santucci

    (Unità di Economia Applicata, Dipartimento di Scienze Agrarie, Alimentari e Ambientali, Borgo XX Giugno 74, Università degli Studi, Perugia)

  • Bianca Maria Torquati

    (Unità di Economia Applicata, Dipartimento di Scienze Agrarie, Alimentari e Ambientali, Borgo XX Giugno 74, Università degli Studi, Perugia)

Abstract

This article illustrates the trust relationships among the members of the Brazilian Association of Fairtrade Farmers Organizations (BRFair), which is a second-level network of coffee-producing cooperatives. Representatives of 19 cooperatives were interviewed in 2018 to verify their opinions about the other associations regarding several aspects. Through software specific for social network analysis, the direction and level of trust among the various cooperatives were measured. One cooperative is recognized as the most active and trustworthy, while the other ones are followers and perform peripheric roles. Several improvements are possible, including improvement in the performance of this second-level network and strengthening of its bargaining role with the other actors of the value chain.

Suggested Citation

  • Riccardo Da Re & Sergio Pedini & Fabio Maria Santucci & Bianca Maria Torquati, 2020. "Reputation and Trust Within the Fair Trade Movement in Brazil," Journal of Developing Societies, , vol. 36(4), pages 439-452, December.
    • Handle: RePEc:sae:jodeso:v:36:y:2020:i:4:p:439-452
    DOI: 10.1177/0169796X20970345
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    References listed on IDEAS

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    1. Raluca Dragusanu & Daniele Giovannucci & Nathan Nunn, 2014. "The Economics of Fair Trade," Journal of Economic Perspectives, American Economic Association, vol. 28(3), pages 217-236, Summer.
    2. Markelova, Helen & Meinzen-Dick, Ruth & Hellin, Jon & Dohrn, Stephan, 2009. "Collective action for smallholder market access," Food Policy, Elsevier, vol. 34(1), pages 1-7, February.
    3. United Nations UN, 2015. "Transforming our World: the 2030 Agenda for Sustainable Development," Working Papers id:7559, eSocialSciences.
    4. Laura T. Raynolds & Douglas Murray & Peter Leigh Taylor, 2004. "Fair trade coffee: building producer capacity via global networks," Journal of International Development, John Wiley & Sons, Ltd., vol. 16(8), pages 1109-1121.
    5. Verhoef, Peter C. & van Doorn, Jenny, 2016. "Segmenting Consumers According to Their Purchase of Products with Organic, Fair-Trade, and Health Labels," Journal of Marketing Behavior, now publishers, vol. 2(1), pages 19-37, October.
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    Cited by:

    1. Giordano Ruggeri & Stefano Corsi, 2021. "An Exploratory Analysis of the FAIRTRADE Certified Producer Organisations," World, MDPI, vol. 2(4), pages 1-14, October.

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