Fairtrade from a Green Perspective

Author:Jessica Bosseaux (June 2015)

ISBN-10: 1907543708
ISBN-13: 978-1907543708


Principles and Perceptions of Fairtrade


” By good distribution, we should not understand equal distribution, but fair distribution. ‘The first equality is fairness’Victor Hugo, 1862, Les Miserables. Fairness in business is topical. Fairtrade orginates with the concept of trade itself. Some authors defended the value of fairness, equity and equality in business relationships in all cases.

In the second half of the 20th century, the word Fairtrade developed into a concept of Fairtrade, which is now the contemporary term. Fairtrade is the movement which aims to empower neglected actors in the supply chain, especially producers and customers.

Since this time, associations have attempted to educate consumers and to change the market. The number of associations and cooperatives, which use a”Fairtrade” logo on their products has increased, and nowadays, it is easy to find them in the French market. Subsequently, there is a multi-marks situation. The real definition and purpose of Fairtrade stirs up controversy. “Competition” takes place between the products, the brands, and more globally, the actors involved in Fairtrade development.

In order to analyse the evolution of the concept of Fairtrade, this book is split into chapters. These provide a clear picture of the situation in order to analyse trends and compare them to the original Fairtrade principles. Thanks to this information, we can follow the evolution of the movement and the actors.

The first chapter is a first step in clarifying the situation.

It deals with history, regulations and definitions and introduces the actors.

The second chapter deals more deeply with the principles of Fairtrade and the origin of the movement.15Principles and Perceptions of Fairtrade

The third part will explain the regulations for the labels, the advantages of a mark for consumers, the advantages for companies and a brief summary of the impact of a certification in the business strategies, and the multi-labels situation.

The fourth chapter presents the sales actors using a typology that orientates them towards marketing and additionally showing the characteristics that reassure the consumer that the Fairtrade principles are respected.

The fifth chapter is a comparison between the certification model and the basis of Fairtrade, in order to see whether there is consistency between practice and theory and to what extent.

Chapter six is the explanation of the trends found in the analysis and the research. Theoretical, managerial and institutional implications follow the analysis, in order to extend the research question. These generate a certification system that could unite the actors and not dissipate them in regards of the question of certification.