Syftet med vår uppsats är att ta reda på vad organisationen Rättvisemärkt vill kommunicera med sitt varumärke och hur en grupp mottagare uppfattar det. Genom att göra intervjuer med kommunikationsansvarige på Rättvisemärkt samt personer som via sina organisationer/företag medverkat i Rättvisemärkts kampanj ”Vi dricker Rättvisemärkt kaffe”, utreder vi våra frågeställningar för att kunna uppnå undersökningens syfte. Rättvisemärkt är ett varumärke eller snarare en produktmärkning, vilket innebär att endast produkter kan vara märkta, inte företag, platser eller annat. Det är ett mervärde åt företag eller produkter. Varumärket Rättvisemärkt påträffas på bland annat kaffe, kakao, apelsiner och textiler. För att få använda varumärket krävs ett skriftligt avtal med organisationen Rättvisemärkt. Avtalet innebär dels att endast produkter från producenter som är registrerade av organisationen Rättvisemärkt skall köpas och rapportering av inköpta varor men även regler för användning av märket. Teoretiska utgångspunkter som vi har använt oss av i studien är kommunikation och varumärke. Kommunikation, för att få en djupare förståelse av överföring av ett meddelande fungerar, vilket är grunden för varumärkeskommunikation och varumärkesbyggande. Metoden vi använt för vår undersökning är en kvalitativ analys av intervjuer, där vi tolkat och sökt efter de framträdande synpunkterna bland intervjuerna. Vårat resultat bygger på fem övergripande teman med tillhörande underkategorier och citat. Slutsatsen med vår undersökning är att organisationen Rättvisemärkt vill, genom sitt varumärke, förmedla sina kärnvärden samt att det ska vara enkelt att välja rättvisemärkta produkter. Vidare att den grupp mottagare som vi har intervjuat till stor del associerar varumärket till organisationen Rättvisemärkts kärnvärden. Två aspekter bör dock has i åtanke, dels att gruppen av mottagare som intervjuats är en grupp medvetna konsumenter och att resultatet av undersökningen hade kunnat få ett annat innehåll om andra konsumenter hade undersökt. Även att den undersökta gruppen även associerade varumärket till faktorer som organisationen Rättvisemärkt inte vill bli förknippad med. / The aim with this study is to investigate what Fairtrade intend to communicate with their brand and how the receivers interpret the brand. To fulfill the purpose of this thesis interviews with the head of communication at Fairtrade Sweden, and a group of receivers involved in Fairtrade by their employers were conducted. The brand Fairtrade is a product label, which means that only products can be labeled, not companies. It adds value to other companies and products. The label is mainly located on products such as coffee, cacao, bananas, oranges and fabrics. To get the permission to have the label on a product, an agreement has to bee settled with Fairtrade. This agreement involves that the company must buy products from producers that are registered by Fairtrade. Further demands are that the company has to continuously report regarding their purchases. This agreement also includes rules on how the companies should use the brand. The theoretical framework in this study regards theories about communication and branding. The reason why communication theories are included is due to the fact that they are the basis for branding and brand building. These theories help us to reach the aim whit the study. A qualitative method is the basis for this study. The interviews were performed based on a qualitative method and the analysis of the answers from interviews is also qualitative. We have transcribed the interviews and searched for the most significant aspects in the data. The results of this study are based on five different themes which also have sub categories. The themes and sub-categories are built on citations from the interviews. Conclusions that have been made are that the Fairtrade organisation intends to communicate the core values of their brand and that the group of receivers associates these core values with Fairtrade. We could also see that the group of receivers cognize the brand Fairtrade in the same way that the organization want them to do. However there are some aspects to be aware of. Firstly, the interviewed persons constitute a group of well-aware consumers and the results can be affected by that. Secondly the group of receivers did associate Fairtrade with other factors than the organization Fairtrade wanted to be associated with.

<p>Syftet med vår uppsats är att ta reda på vad organisationen Rättvisemärkt vill kommunicera med sitt varumärke och hur en grupp mottagare uppfattar det. Genom att göra intervjuer med kommunikationsansvarige på Rättvisemärkt samt personer som via sina organisationer/företag medverkat i Rättvisemärkts kampanj ”Vi dricker Rättvisemärkt kaffe”, utreder vi våra frågeställningar för att kunna uppnå undersökningens syfte.</p><p>Rättvisemärkt är ett varumärke eller snarare en produktmärkning, vilket innebär att endast produkter kan vara märkta, inte företag, platser eller annat. Det är ett mervärde åt företag eller produkter. Varumärket Rättvisemärkt påträffas på bland annat kaffe, kakao, apelsiner och textiler. För att få använda varumärket krävs ett skriftligt avtal med organisationen Rättvisemärkt. Avtalet innebär dels att endast produkter från producenter som är registrerade av organisationen Rättvisemärkt skall köpas och rapportering av inköpta varor men även regler för användning av märket.</p><p>Teoretiska utgångspunkter som vi har använt oss av i studien är kommunikation och varumärke. Kommunikation, för att få en djupare förståelse av överföring av ett meddelande fungerar, vilket är grunden för varumärkeskommunikation och varumärkesbyggande.</p><p>Metoden vi använt för vår undersökning är en kvalitativ analys av intervjuer, där vi tolkat och sökt efter de framträdande synpunkterna bland intervjuerna. Vårat resultat bygger på fem övergripande teman med tillhörande underkategorier och citat.</p><p>Slutsatsen med vår undersökning är att organisationen Rättvisemärkt vill, genom sitt varumärke, förmedla sina kärnvärden samt att det ska vara enkelt att välja rättvisemärkta produkter. Vidare att den grupp mottagare som vi har intervjuat till stor del associerar varumärket till organisationen Rättvisemärkts kärnvärden. Två aspekter bör dock has i åtanke, dels att gruppen av mottagare som intervjuats är en grupp medvetna konsumenter och att resultatet av undersökningen hade kunnat få ett annat innehåll om andra konsumenter hade undersökt. Även att den undersökta gruppen även associerade varumärket till faktorer som organisationen Rättvisemärkt inte vill bli förknippad med.</p> / <p>The aim with this study is to investigate what Fairtrade intend to communicate with their brand and how the receivers interpret the brand. To fulfill the purpose of this thesis interviews with the head of communication at Fairtrade Sweden, and a group of receivers involved in Fairtrade by their employers were conducted.</p><p>The brand Fairtrade is a product label, which means that only products can be labeled, not companies. It adds value to other companies and products. The label is mainly located on products such as coffee, cacao, bananas, oranges and fabrics. To get the permission to have the label on a product, an agreement has to bee settled with Fairtrade. This agreement involves that the company must buy products from producers that are registered by Fairtrade. Further demands are that the company has to continuously report regarding their purchases. This agreement also includes rules on how the companies should use the brand.</p><p>The theoretical framework in this study regards theories about communication and branding. The reason why communication theories are included is due to the fact that they are the basis for branding and brand building. These theories help us to reach the aim whit the study.</p><p>A qualitative method is the basis for this study. The interviews were performed based on a qualitative method and the analysis of the answers from interviews is also qualitative. We have transcribed the interviews and searched for the most significant aspects in the data. The results of this study are based on five different themes which also have sub categories. The themes and sub-categories are built on citations from the interviews.</p><p>Conclusions that have been made are that the Fairtrade organisation intends to communicate the core values of their brand and that the group of receivers associates these core values with Fairtrade. We could also see that the group of receivers cognize the brand Fairtrade in the same way that the organization want them to do. However there are some aspects to be aware of. Firstly, the interviewed persons constitute a group of well-aware consumers and the results can be affected by that. Secondly the group of receivers did associate Fairtrade with other factors than the organization Fairtrade wanted to be associated with.</p>

Using the example of three commodities and three countries, the purpose of the thesis "Trade with selected commodities with focus on fair trade" is to analyse a chosen commodity market in different states. Focusing on developing countries, the work aims to confirm the validity of theoretical models of the international trade. Moreover, extra attention is paid to the alternative concept of fair trade. The thesis is divided into four chapters with the first giving the theoretical basis for the consequential analysis. The second chapter deals with the fair trade movement, the third part examines the concrete industry in the particular country, and the last chapter studies the consequences of fair trade on producers in the Sub-Saharan region.

The aim of this study work is the analysis of Fair Trade Products and activities in the Czech Republic. The analysis focuses on projects "Fair Trade Schools" and "Fair Trade Towns". The analysis includes an overview of other activities to support Fair Trade. The product analysis is directed to online stores and changes in the segment of chain stores.

<p>Tobacco kills 11,500 of its consumers every day, half of them living in developing countries. But there’s more to the picture, namely the producer perspective which show the consequences of tobacco growing for the small-scale farmer. In this paper I mean to investigate the labour conditions of tobacco growers in the world’s second largest tobacco producing country, Brazil. I also intend to examine the Fair Trade movement, with particular attention to FLO (Fairtrade Labelling Organisation). Finally I try to merge the difficulties of tobacco growing with the institution of Fair Trade, expressed by the FLO standards, as an alternative way out of the tobacco growing problems. The method for this investigation is to examine and compare secondary literature, reports and books, already written on the subject.</p><p>The first issue show a double-side situation, where Brazilian tobacco growers live under extremely crude labour conditions, but also a state where no other agricultural alternatives are available, since tobacco is a highly lucrative and beneficial crop to cultivate, especially for the small-scale farmer. Secondly this paper proposes, thorough the laws of institutional theory, that Fair Trade, especially the FLO standards, constitutes a highly stable and reliable institution, clearly benefiting international trade. Finally this paper concludes that Fairtrade labelled tobacco would not only reduce the problems of tobacco growing, but would also simplify the problematic transformation process, caused by tougher tobacco control policies, from tobacco growing to alternative crop cultivation. In addition, my paper states that Fair Trade as an institution could spread egalitarian principles to other parts of society, which in turn will create formal egalitarian institutions. However, as my interviews with FLO and tobacco companies show, all of this will not become a reality until there is a significant increase in the demand for Fairtrade labelled tobacco products.</p>

Tobacco kills 11,500 of its consumers every day, half of them living in developing countries. But there’s more to the picture, namely the producer perspective which show the consequences of tobacco growing for the small-scale farmer. In this paper I mean to investigate the labour conditions of tobacco growers in the world’s second largest tobacco producing country, Brazil. I also intend to examine the Fair Trade movement, with particular attention to FLO (Fairtrade Labelling Organisation). Finally I try to merge the difficulties of tobacco growing with the institution of Fair Trade, expressed by the FLO standards, as an alternative way out of the tobacco growing problems. The method for this investigation is to examine and compare secondary literature, reports and books, already written on the subject. The first issue show a double-side situation, where Brazilian tobacco growers live under extremely crude labour conditions, but also a state where no other agricultural alternatives are available, since tobacco is a highly lucrative and beneficial crop to cultivate, especially for the small-scale farmer. Secondly this paper proposes, thorough the laws of institutional theory, that Fair Trade, especially the FLO standards, constitutes a highly stable and reliable institution, clearly benefiting international trade. Finally this paper concludes that Fairtrade labelled tobacco would not only reduce the problems of tobacco growing, but would also simplify the problematic transformation process, caused by tougher tobacco control policies, from tobacco growing to alternative crop cultivation. In addition, my paper states that Fair Trade as an institution could spread egalitarian principles to other parts of society, which in turn will create formal egalitarian institutions. However, as my interviews with FLO and tobacco companies show, all of this will not become a reality until there is a significant increase in the demand for Fairtrade labelled tobacco products.

This MA Report explains the impact coffee cooperatives are having on the Ethiopian coffee industry. It analyses how the current multi-billion dollar global coffee industry began in what remains one of the world’s poorest countries, where arabica coffee was discovered sometime before the sixth century. It explains the emergence of coffee cooperatives historically, as well as their present role offering an alternative to the country’s previous reliance on the assistance of Western nongovernmental organizations with their possible negative impact, including arguments they enforced a dependency on Ethiopia that impeded the country’s development. In discussing coffee buyers and coffee consumption, the report focuses on America, although the same points made apply to the vast majority of Western countries. The report investigates whether cooperatives offer a business model sufficient to achieve self-sustainability for Ethiopian coffee farmers, and discusses how the interaction between and among cooperatives, unions, the Ethiopian government, and specialty coffee buyers in America is enabling Ethiopian coffee to increase its leverage on the international coffee market, generating essential income for the struggling Ethiopian economy. The report focuses on the following areas: the connection between poverty and linkage to markets; how coffee travels from smallholding farmers in Ethiopia to be sold in American cities like Austin, Texas; the emergence of certification systems like Fair Trade to protect farmers and ensure they receive a fair price for their produce, as well as the chain of commerce that Fair Trade is part of; the quality and characteristics of Ethiopian coffee; and whether cooperatives and unions can remain true to the original goals of serving their farmer members—not turning into purely profit-orientated businesses. While this report focuses on Ethiopia, it dissects and debates economic trends that usually affect developing nations producing coffee. It explores the logistics and ethics of prices paid in the West for coffee from developing countries like Ethiopia. The report ultimately aims to enlighten readers so they’re able to make an ethical purchase of a good quality coffee, while aware of the myriad factors and trends affecting the international coffee market. / text

Submitted by Thiago Ferreira Prediger (thiagoprediger@gmail.com) on 2015-04-24T15:28:34Z No. of bitstreams: 1 Thiago Prediger - Exploring Attitudes and Behavioral Intention of Brazilian consumers towards Fair Trade and Fair Trade products.pdf: 1053923 bytes, checksum: aa7aeb5347c8b1046a0294506593cce5 (MD5) / Approved for entry into archive by Luana Rodrigues (luana.rodrigues@fgv.br) on 2015-04-24T15:54:40Z (GMT) No. of bitstreams: 1 Thiago Prediger - Exploring Attitudes and Behavioral Intention of Brazilian consumers towards Fair Trade and Fair Trade products.pdf: 1053923 bytes, checksum: aa7aeb5347c8b1046a0294506593cce5 (MD5) / Made available in DSpace on 2015-04-24T16:10:48Z (GMT). No. of bitstreams: 1 Thiago Prediger - Exploring Attitudes and Behavioral Intention of Brazilian consumers towards Fair Trade and Fair Trade products.pdf: 1053923 bytes, checksum: aa7aeb5347c8b1046a0294506593cce5 (MD5) Previous issue date: 2015 / Global sales of FT products have been growing consistently in the last years. According to the FLO, they jumped from less than €1 billion in 2004 to around €5,5 billion in 2013. Although the movement is still beginning in Brazil, some efforts aiming the institutionalization of FT are already being done. For instance, Schneider (2012) shows that there is a potential market for the FT products in Brazil, however the it is still not well developed. Therefore, there is a need to better understand the variables affecting purchase intention of these product. Past studies have identified factors that are considered predictors of Intention to Buy FT products. Considering these factors, this study aims to determine the variables that are most related to the consumers’ intention to buy and willingness to pay for FT products in Brazil. Based on the answers of 124 respondents, results show that intention to buy FT products in Brazil is linked to the consumers’ ethical consumption attitudes, product interest and quality, low skepticism and positive interest regarding the FT concept. The results also showed two antagonistic clusters of consumers regarding their attitudes. The group 'Activists' have positive attitudes, high intention to buy and willingness to pay. On the other hand, the 'Unbelievers' have negative attitudes, low intention to buy and are not willing to pay more. Based on the results of this study, organizations and individuals who aim to foster the FT market in Brazil can better understand the consumer and take more assertive marketing decisions, considering the relevance of factors affecting Intention to Buy, and differences between consumers. / As vendas globais de produtos FT cresceram de forma consistente nos últimos anos. De acordo com a FLO, as vendas cresceram de menos de € 1 bilhão em 2004 para cerca de € 5,5 bilhões em 2013. Apesar do movimento ainda estar engatinhando no Brasil, alguns esforços visando a institucionalização da FT estão sendo tomados. Por exemplo, o Schneider (2012) mostrou que existe um mercado potencial para os produtos FT no Brasil. Entretanto, ele ainda não é bem desenvolvido. Portanto, há uma necessidade de compreender melhor as variáveis que afetam a intenção de compra destes produtos. Estudos anteriores identificaram fatores que são considerados previsores de intenção de comprar produtos FT. Considerando esses fatores, o presente estudo tem como objetivo determinar as variáveis que estão mais relacionadas com a intenção de compra e disposição para pagar por produtos FT no Brasil. Com base nas respostas de 124 entrevistados, os resultados mostram que a intenção de compra de produtos FT no Brasil está ligada a atitudes de consumo éticas dos consumidores, o interesse e qualidade dos produtos, baixo ceticismo e percepção de relevância acerca do conceito FT. Os resultados também mostraram dois grupos antagônicos de consumidores a respeito de suas atitudes. O grupo dos 'ativistas' tem atitudes positivas, de alta intenção de compra e disposição a pagar mais. Por outro lado, os 'incrédulos' têm atitudes negativas, baixa intenção de compra e não estão dispostos a pagar mais. Com base nos resultados deste estudo, organizações e indivíduos que visam fomentar o mercado FT no Brasil podem entender melhor o consumidor e tomar decisões de marketing mais assertivas, considerando a relevância dos fatores que afetam a intenção de comprar, como também as diferenças entre os consumidores.

The purpose of this study was to investigate the antecedents and reinforcements of fairtrade purchase intention and to examine the effect of reporting good fairtrade practices on consumers’ punishment behavior. A stratified sample of 240 English-speaking, American, adult subjects was collected online. First, the Behavioral Perspective Model (BPM) (Foxall, G., 2007) was modified and four manipulations varying luxury/commodity product type and open/closed purchase settings were presented. The results of paired-sample t-tests demonstrated closed purchase settings did not increase luxury purchase intention by itself. A split-plot ANOVA combining closed setting and the participant’s fairtrade learning history did not produce significant results, but post-hoc testing revealed a significant effect of positive learning history on purchase intention. Two separate, repeated-measures ANOVA found that utilitarian reinforcement was not affected by purchase setting, but informational reinforcement was significantly increased by the presence of others. Second, four manipulations of good/bad press events were presented without/without the firm’s fairtrade performance history mentioned in a news article. A two-way, between-subjects ANOVA produced insignificant results for the effect of information on willingness to pay. Importantly, the type of event significantly affected willingness to pay, accounting for 18% of the variation, with positive events generating higher willingness to pay than negative, regardless of whether fairtrade performance information was included. This study suggested firms would benefit from including cues for the social reward aspect of luxury fairtrade purchasing in marketing efforts and from preventing missteps rather than bragging about past practices. Future research suggestions included further analyzing the effect of information on punishment of bad corporate actors, investigating the credibility of self-declaration of fairtrade certification versus independent certification labels, and incorporating the effect of culture into the BPM.

For more than two decades there has been a growing niche for ethically sourced coffees, at the same time as a revitalisation and development of sourcing models focused on indicators of coffee quality and measures of taste. Small independent and multinational buyers and roasters have become progressively interested in sourcing coffee in a way that privileges sustainable and/or high quality indicators, and are increasingly engaged in debates about solidarity versus mainstreaming, quantity versus quality, and provider of caffeine versus taste. Research on one coffee producing country, Guatemala, suggests how these debates have affected the historical evolution of the coffee market. This ethnographic study traces the qualifications of Guatemalan coffee and argues that responses to both the enactment of the technologies, as well as the perceived limitations of sourcing models have produced new articulations of ethics and taste. Producers and small entrepreneurs located in Guatemala reconfigure the practices of cultivation, processing, and selling/buying in relation to circulating market indicators. They create locally situated attachments to the coffee through skill transfer and knowledge exchange and in this way they imitate and also transform international valuations of taste, ethics and quality. This thesis works to make visible the range and diversity of processes and agencies involved in the production of markets for ethical coffee and considers coffee as vital and mobile; an active producer of public effects rather than a passive object moved through a commodity network. This view enables a more open, relational and mobile account of both coffee and of ethics, one which is capable of making clear the important and emerging role of taste. This thesis extends the qualifications of coffee to the daily enactments of cultivation and the skills and techniques that work to reveal taste. On this view, taste mediates the agency of the materials in both high quality and sustainable coffees and this expands and extends ethics to interpersonal, material and bodily relations that link producers and consumers in multiple ways.