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Where now for fair trade?

Author

Listed:
  • Bob Doherty
  • Iain A. Davies
  • Sophi Tranchell

Abstract

This paper critically examines the discourse surrounding fair trade mainstreaming, and discusses the potential avenues for the future of the social movement. The authors have a unique insight into the fair trade market having a combined experience of over 30 years in practice and 15 as fair trade scholars. The paper highlights a number of benefits of mainstreaming, not least the continued growth of the global fair trade market (tipped to top $7bn in 2012). However, the paper also highlights the negative consequences of mainstreaming on the long-term viability of fair trade as a credible ethical standard.

Suggested Citation

  • Bob Doherty & Iain A. Davies & Sophi Tranchell, 2013. "Where now for fair trade?," Business History, Taylor & Francis Journals, vol. 55(2), pages 161-189, March.
    • Handle: RePEc:taf:bushst:v:55:y:2013:i:2:p:161-189
    DOI: 10.1080/00076791.2012.692083
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    References listed on IDEAS

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    1. Anna Hutchens, 2009. "Changing Big Business," Books, Edward Elgar Publishing, number 13194.
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    Cited by:

    1. John Pickles & Stephanie Barrientos & Peter Knorringa, 2016. "New end markets, supermarket expansion and shifting social standards," Environment and Planning A, , vol. 48(7), pages 1284-1301, July.
    2. Chris Mason & Bob Doherty, 2016. "A Fair Trade-off? Paradoxes in the Governance of Fair-trade Social Enterprises," Journal of Business Ethics, Springer, vol. 136(3), pages 451-469, July.
    3. 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.
    4. Alvina Gillani & Smirti Kutaula & Leonidas C. Leonidou & Paul Christodoulides, 2021. "The Impact of Proximity on Consumer Fair Trade Engagement and Purchasing Behavior: The Moderating Role of Empathic Concern and Hypocrisy," Journal of Business Ethics, Springer, vol. 169(3), pages 557-577, March.
    5. Acquaye, Adolf A. & Yamoah, Fred A. & Feng, Kuishuang, 2015. "An integrated environmental and fairtrade labelling scheme for product supply chains," International Journal of Production Economics, Elsevier, vol. 164(C), pages 472-483.
    6. Robert Caruana & Sarah Glozer & Giana M. Eckhardt, 2020. "‘Alternative Hedonism’: Exploring the Role of Pleasure in Moral Markets," Journal of Business Ethics, Springer, vol. 166(1), pages 143-158, September.
    7. Valeria Borsellino & Emanuele Schimmenti & Hamid El Bilali, 2020. "Agri-Food Markets towards Sustainable Patterns," Sustainability, MDPI, vol. 12(6), pages 1-35, March.
    8. Zheng Shen, 2023. "Mining sustainable fashion e-commerce: social media texts and consumer behaviors," Electronic Commerce Research, Springer, vol. 23(2), pages 949-971, June.
    9. Randrianasolo-Rakotobe, Hanitra & Ceapraz, Ion Lucian, 2024. "Un unexpected aspect of equity: how the institutional proximity born within ‘North-South fair trade’ contributed to help French agriculture to cope with major contingent crises?," SocArXiv zx5et, Center for Open Science.
    10. John Hagedoorn & Helen Haugh & Paul Robson & Kate Sugar, 2023. "Social innovation, goal orientation, and openness: insights from social enterprise hybrids," Small Business Economics, Springer, vol. 60(1), pages 173-198, January.
    11. Cheryl McEwan & Alex Hughes & David Bek, 2017. "Fairtrade, place and moral economy: Between abstract ethical discourse and the moral experience of Northern Cape farmers," Environment and Planning A, , vol. 49(3), pages 572-591, March.
    12. Daniel Jaffee & Philip H. Howard, 2016. "Who’s the fairest of them all? The fractured landscape of U.S. fair trade certification," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 33(4), pages 813-826, December.
    13. Iain A. Davies & Bob Doherty, 2019. "Balancing a Hybrid Business Model: The Search for Equilibrium at Cafédirect," Journal of Business Ethics, Springer, vol. 157(4), pages 1043-1066, July.
    14. Curtis Child, 2015. "Mainstreaming and its Discontents: Fair Trade, Socially Responsible Investing, and Industry Trajectories," Journal of Business Ethics, Springer, vol. 130(3), pages 601-618, September.
    15. Sahasranamam, Sreevas & Nandakumar, M.K. & Pereira, Vijay & Temouri, Yama, 2021. "Knowledge capital in social and commercial entrepreneurship: Investigating the role of informal institutions," Journal of International Management, Elsevier, vol. 27(1).
    16. Vo Hong Tu & Steven W. Kopp & Nguyen Thuy Trang & Andreas Kontoleon & Mitsuyasu Yabe, 2021. "UK Consumers’ Preferences for Ethical Attributes of Floating Rice: Implications for Environmentally Friendly Agriculture in Vietnam," Sustainability, MDPI, vol. 13(15), pages 1-27, July.
    17. Aurélie Carimentrand & Jérôme Ballet, 2018. "Fair trade twin towns Pondicherry and Auroville: a fresh look at activism," Post-Print halshs-01863261, HAL.
    18. Fred A. Yamoah, 2019. "Fairtrade UK in Retrospect: From the Niche Genesis to the Revelatory Mainstreaming Marketing Strategy Era (Late 1950s - Late 2000s)," International Review of Management and Marketing, Econjournals, vol. 9(4), pages 110-120.
    19. Kutaula, Smirti & Gillani, Alvina & Leonidou, Leonidas C. & Christodoulides, Paul, 2022. "Integrating fair trade with circular economy: Personality traits, consumer engagement, and ethically-minded behavior," Journal of Business Research, Elsevier, vol. 144(C), pages 1087-1102.
    20. Robbe Geysmans & Lesley Hustinx, 2016. "Placing the distant other on the shelf: An analysis and comparison of (fair trade) coffee packages in relation to commodity fetishism," Sociological Research Online, , vol. 21(1), pages 35-40, February.

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