Journal of Business Ethics 90 (1):95-113 (2009)

The number of distributors selling Fair Trade products is constantly increasing. What are their motivations to distribute Fair Trade products? How do they organise this distribution? Do they apply and communicate the Fair Trade values? This research, based on five case studies in Switzerland, aims at understanding and structuring the strategies and the managerial practices related to Fair Trade product distribution, as well as analysing if they denote an engagement with Fair Trade principles. The results show a high heterogeneity of strategies and engagement. In general, strategies implemented by mainstream actors contribute to increase Fair Trade global sales but do not convey the transformative message of Fair Trade through their engagement. The latter is rather communicated through alternative channels. Problems and potential solutions to this issue are discussed.
Keywords Fair Trade  strategy  engagement  Fair Trade principles  Fair Trade products  distribution  corporate social responsibility (CSR)  case studies  Switzerland
Categories (categorize this paper)
DOI 10.1007/s10551-009-0029-9
Edit this record
Mark as duplicate
Export citation
Find it on Scholar
Request removal from index
Revision history

Download options

PhilArchive copy

Upload a copy of this paper     Check publisher's policy     Papers currently archived: 62,434
External links

Setup an account with your affiliations in order to access resources via your University's proxy server
Configure custom proxy (use this if your affiliation does not provide a proxy)
Through your library

References found in this work BETA

Add more references

Citations of this work BETA

View all 12 citations / Add more citations

Similar books and articles

The University and the Moral Imperative of Fair Trade Coffee.Gavin Fridell - 2004 - Journal of Academic Ethics 2 (1):141-159.
A Role of Fair Trade Certification for Environmental Sustainability.Rie Makita - 2016 - Journal of Agricultural and Environmental Ethics 29 (2):185-201.
Fair Trade in Mexico and Abroad: An Alternative to the Walmartopia?Jesús Alvarado - 2009 - Journal of Business Ethics 88 (S2):301 - 317.


Added to PP index

Total views
108 ( #98,529 of 2,445,952 )

Recent downloads (6 months)
2 ( #310,555 of 2,445,952 )

How can I increase my downloads?


My notes