Abstract
This article critically evaluates current developments in marketing fair trade labelled products and “no sweat” manufactured goods, and argues that both the fair trade and ethical trade movements increasingly rely on strategies for bottom-up change, converting consumers “one cup at a time”. This individualistic approach, which we call “shopping for a better world”, must, we argue, be augmented by more collectivist approaches to affect transformative change. Specifically, we look at the concept of mission-driven organizations pursuing leadership roles in developing affinity relationships to promote fair and ethical trade and developing ethical spaces. Increasingly, a range of organizations are restructuring their operations, so that their mission is reflected in ethical practices throughout their operations, including product sourcing and product sales. First, ethical purchasing policies operated by non-profits and public agencies represent markets through which fair/ethical products reach end consumers. The efforts discussed to create ethical spaces through direct democracy and electoral mandate build on a broad-based affinity with the principles of fair and ethical trade. Second, we explore the potential for “mission-driven” non-profit organizations, such as zoos and aquaria for merging their mission of conservation education with their marketing activities through the operation of their shops and cafés. Interesting initiatives to link the conservation message to food choices is being undertaken by a number of zoos and aquaria, while there is scope for increased linkages in the giftware sold in their shops.
Similar content being viewed by others
Abbreviations
- ECRA:
-
Ethical Consumer Research Association
- EPP:
-
ethical purchasing policy
- ETI:
-
Ethical Trade Initiative
- FLO:
-
Fairtrade Labelling Organizations International
- ILO:
-
International Labour Organization
- USAS:
-
United Students Against Sweatshops
References
Andreasen A. R., P. Kotler: 2003, Strategic Marketing for Nonprofit Organizations. (Prentice Hall, Upper Saddle River)
Barnett C., P. Carfaro, T. Newholm: 2005. Philosophy and Ethical Consumption. In R. Harrison, T. Newholm, D. Shaw (eds.), The Ethical Consumer (Sage: London), pp. 11–24
Boulstridge E., M. Carrigan: 2000, Do Consumers Really Care About Corporate Responsibility? Highlighting the Attitude-Behaviour Gap. Journal of Communication Management 4(4), 355–368
British Egg Information Service: 2005, ‘Egg Production System: Free Range System’, available online at: http://www.britegg.co.uk/ukeggs05/ukeggs2.html#freerange. Accessed on 20 October 2005
Buttell F. H., K. A. Gould: 2004, Global Social Movement(s) at the Crossroads: Some Observations on the Trajectory of the Anti-Corporate Globalisation Movement. Journal of World Systems Research 1, 37–66
Carrigan M., A. Attala: 2001, The Myth of the Ethical Consumer – Do Ethics Matter in Purchase Behaviour?. Journal of Consumer Marketing 18(7), 560–577
Connor T.: 2004, Time to Scale Up Cooperation? Trade Unions, NGOs, and the International Anti-Sweatshop Movement. Development in Practice 14(1 and 2), 61–70
Cooperative Bank: 2003, The Ethical Consumerism Report 2003. (Cooperative Bank, Manchester)
Cowe R., S. Williams: 2000, Who Are Ethical Consumers?. (Cooperative Bank, Manchester)
Crane A.: 2001, Unpacking the Ethical Product. Journal of Business Ethics 30(4), 361–373
Dickinson R. A., M. L. Carsky: 2005, The Consumer as Voter. In R. Harrison, T. Newholm, D. Shaw (eds.), The Ethical Consumer (Sage Publications, London), pp. 25–36
Docherty S., S. Hibbert: 2003, Examining Company Experiences of a UK Cause-Related Marketing Campaign. International Journal of Nonprofit and Voluntary Sector Marketing 8(4), 378–389
Ethical Consumer Research Association: 2002, Ethical Consumer 77 (June/July), available online at: http://www.ethicalconsumer.org/magazine/backissues.htm. Accessed on 5 May 2005
Finch, J. and D. Adam: 2006, ‘Fairly Traded Jeans Bounce into High Street Fashion Scene’, Guardian Weekly, Outlook on International Development, 25 August, available online at: http://www.guardian.co.uk/guardianweekly/outlook/story/0,,1856608,00.html. Accessed on 21 June 2007
Freidberg, S.: 2003, ‘The Contradictions of Clean: Supermarket Ethical Trade and African Horticulture’, International Institute for Environment and Development Gatekeeper Series, 109, available online at: http://www.iied.org/pubs/pdf/full/6361IIED.pdf. Accessed on 21 June 2007
Fujioka, W.: 2003, ‘Sweat-Free Procurement Ordinance and Amendment to Contractor Responsibility Ordinance’, Office of the City Administrative Officer, Los Angeles, available online at: www.sweatfree.org/policies/lacitysweatfreereport.pdf. Accessed on 12 December 2005
Goulding K., K. Peattie: 2005, In Search of a Golden Blend: Perspectives on the Marketing of Fair Trade Coffee. Sustainable Development 13(3), 154–165
Heath J., A. Potter: 2004, The Rebel Sell: Why the Culture can’t be Jammed. (Harper Perennial, Toronto)
Hilton, M.: 2004, ‘Models of Consumer-Political Action in the Twentieth Century: Rights, Duties and Justice’, available online at: www.europanet.org/conference2004/papers/H8_Hilton.pdf. Accessed on 5 March 2005
Klein N.: 2000, No Logo: Confronting the Brand Bullies. (Random House, London)
Jenkins R.: 2002, The Political Economy of Codes of Conduct. In R. Jenkins, R. Pearson, G. Seyfang (eds.), Corporate Responsibility and Labour Rights: Codes of Conduct in the Global Economy, (Earthscan: London), pp. 13–30
Johnston J.: 2002, Consuming Global Justice: Fair Trade Shopping and Alternative Development. In J. Goodman (ed.), Protest and Globalisation (Pluto, Sydney)
Kotler P., S. J. Levy: 1971, Demarketing, Yes, Demarketing. Harvard Business Review 49(6), 74–80
Laing A., F. Harris, A. Mekonnen: 2004, Deconstructing Affinity Relationships: Consumers and Affinity Marketing. Journal of Consumer Behaviour 3, 215–228
Lang T., Y. Gabriel: 2005, A Brief History of Consumer Activism. In R. Harrison, T. Newholm, D. Shaw (eds.), The Ethical Consumer (Sage, London), pp. 39–53
Levi M., A. Linton: 2003, Fair Trade: A Cup at a Time? Politics and Society 31(3), 407–432
Low W., E. Davenport: 2005a, Postcards from the Edge: Maintaining the ‘Alternative’ Character of Fair Trade. Sustainable Development 13(3), 143–153
Low W., E. Davenport: 2005b, Has the Medium (Roast) Become the Message? The Ethics of Marketing Fair Trade in the Mainstream. International Marketing Review 22(5), 494–511
Low W., E. Davenport: 2006, Mainstreaming Fairtrade: Adoption, Assimilation, Appropriation. Journal of Strategic Marketing 14(4), 315–328
Macchiette B., A. Roy: 1991, Direct Marketing to the Credit Card Industry: Utilizing the Concept of Affinity. Journal of Direct Marketing 5(2), 34–43
Mastny L.: 2003, Purchasing Power: Harnessing Institutional Procurement for People and the Planet. (Worldwatch, Washington)
Micheletti M.: 2003, Political Virtue and Shopping: Individuals, Consumerism, and Collective Action (Palgrave/St. Martin’s, London)
Miller B., W. Conway, R. Reading, C. Weemer, D. Wildt, D. Kleiman, S. Monfort, A. Rabinowitz, B. Armstrong, M. Hutchins: 2004, Evaluating the Conservation Mission of Zoos, Aquariums, Botanical Gardens and Natural History Museums. Conservation Biology 18(1), 86–93
Mintel: 2000, Finance Affinity Marketing (Mintel, London)
Monterey Bay Aquarium: N.d., http://www.mbayaq.org/cr/cr_seafoodwatch/sfw_aboutsfw.asp. Accessed on 12 January 2006
National Audit Office: N.d., ‘Value for Money Audits’, http://www.nao.org.uk/about/role.htm#Value. Accessed on 15 January 2006
Nicholls A. J.: 2002, Strategic Options for Fair Trade Retailing. International Journal of Retail and Distribution Management, 30(1), 6-17
Oxfam Canada: 2005, ‘Vancouver Approves Landmark Ethical Sourcing Policy’, available online at: http://www.oxfam.ca/campaigns/NoSweat/Vancouver.htm. Accessed on 22 April 2005
Ross R.: 2004, Slaves to Fashion: Poverty and Abuse in the New Sweatshops. (University of Michigan Press: Ann Arbor)
Seyfang, G.: 2004, ‘Eco-Warriors in the Supermarket?: Evaluating the UK Sustainable Consumption Strategy as a Tool for Ecological Citizenship’, available online at: http://www.uea.ac.uk/env/cserge/pub/wp/edm/edm_2004_07.htm. Accessed on 20 April 2005
Shaw D., E. Shui, G. Hogg, E. Wilson, L. Hassan: 2006, Fashion Victim?: The Impact of Sweatshop Concerns on Clothing Choice. Journal of Strategic Marketing 14(4), 427–440
Siegle, L.: 2006, ‘How can a Student Lead a Green Lifestyle’, Observer, 17 September, available online at: http://environment.guardian.co.uk/columnist/story/0,,1875154,00.html. Accessed on 20 June 2007
Smith N. C.: 1990, Morality and the Market: Consumer Pressure for Corporate Accountability. (Routledge, London)
Smith S., S. Barrientos: 2005, Fair Trade and Ethical Trade: Are There Moves Towards Convergence? Sustainable Development 13(3), 190–198
Tallontire, A., E. Rentsendorj and M. Blowfield: 2003, Ethical Consumers and Ethical Trade: A Review of Current Literature, Policy Series 12 (NRI University of Greenwich, London), available online at: www.nri.org/publications/policyseries/PolicySeriesNo12.pdf. Accessed on 2 March 2005
Taylor P. L.: 2005, In the Market but Not of It: Fair Trade Coffee and Forest Stewardship Council Certification as Market-Based Social Change. World Development 33, 129–147
Author information
Authors and Affiliations
Corresponding author
Rights and permissions
About this article
Cite this article
Low, W., Davenport, E. Organizational Leadership, Ethics and the Challenges of Marketing Fair and Ethical Trade. J Bus Ethics 86 (Suppl 1), 97–108 (2009). https://doi.org/10.1007/s10551-008-9763-7
Published:
Issue Date:
DOI: https://doi.org/10.1007/s10551-008-9763-7