The rise of ethical consumerism has contributed to that organisations increasingly include CSR policies in their business and marketing strategies. Consumers want to make more ethically based purchasing decisions, and are guided by organisations’ ethical claims and by product labels. However, there are many different ethical organisations and labels on the market today and consumers find it difficult to separate them and know what each of them stands for. Ethical consumerism stems from green consumerism and has contributed to the development and rise of the Fair Trade movement. The general idea of Fair Trade is to support producers in poor countries, and by purchasing Fair Trade products consumers can contribute to realising the Fair Trade objectives. Previous research has identified a gap between consumers’ attitudes and actual behaviour regarding Fair Trade consumption. Consumers clearly express a positive attitude towards the Fair Trade movement and Fair Trade products, but their attitudes are not reflected in actual purchases. Researchers suggest that the gap could depend on lack of information and proof that Fair Trade actually contribute to better working and living conditions of producers in poor countries, but this had not yet been investigated. Our main purpose with this degree project is to identify factors that could affect the attitude-behaviour gap, and more precisely how access to information affects the existing gap. Our conclusions and recommendations are providing valuable insights for Fair Trade and other ethical organisations and businesses that are part of ethical value chains. We therefore formulated the following research question: In what ways can Fair Trade certification organisations and retailers diminish consumers’ attitude-behaviour gap in Fair Trade consumption? In order to answer our research question, we formulated the following four sub-purposes; to investigate the dialogue between Fairtrade and consumers; to investigate how Fairtrade and retailers communicate and share information with each other; investigate retailers’ expected and perceived responsibility as part of the Fairtrade value chain; identify what factors consumers believe are important regarding Fairtrade and their Fairtrade consumption. Our study is delimited to Sweden and is based on content analysis of communication between Fairtrade Sweden, consumers and retailers, on Fairtrade Sweden's Facebook page. The study has both qualitative and quantitative characteristics, although focus is on qualitative data analysis. We collected a total number of 1671 posts and comments, where 357 were published by Fairtrade, 1215 by consumers and 99 by retailers and other businesses. All data were collected and categorised manually and copied into an excel sheet where each post and comment were coded. The analysis and discussion of our empirical findings are further based on theory within the fields of Fair Trade consumption, ethical and political consumerism, online communication, retail marketing and branding. The main findings from this research are that consumers view retailers as an important actor in the Fair Trade value chain. Consumers put high value in communication and cooperation between Fair Trade and retailers, but these two actors have not realised the advantages and opportunities of it. We have also observed that consumers seek to maximise utility and that the existing attitude-behaviour gap thereby is influenced by several factors. Branding and labelling within Fair Trade consumption are important for consumers' purchasing decisions. Although, we have observed that product brands that have the Fairtrade mark are perceived as more important than the Fairtrade brand itself. Consumers are loyal to brands and do not show a willingness to switch brands to buy a Fairtrade marked product. Moreover, Fair Trade consumption is influenced by other ethical and environmental concerns. Consumers want Fair Trade organisations to be ethical and also environmentally friendly at all stages and throughout the entire value chain.

The impact of global economic policies on health equity and social development has been well-documented and, in the current phase of economic globalization, profound health inequities have been attributed to these policies. In response to these inequitable trade conditions, which are especially pronounced in the trade of boom-and-bust commodities like coffee, alternative trade models such as Fair Trade have proliferated. Although there is great potential for these alternative economic policies to achieve health and gender equity, these considerations have largely been left out of existing analyses, which focus on gender-blind economic, organizational, and environmental indicators. <p>To address these omissions, this study explores the experiences, perceptions, and aspirations of an organized group of coffee-producing women with regards to Fair Trade. The study was conducted in Northern Nicaragua in 2009 and focuses on the experiences of women supported by a local feminist organization, la Fundación Entre Mujeres, in an embedded, single case study design. It is informed by participant-observation, interviews, and dialogic focus groups. The study situates participants perceptions and aspirations in a globalization and health framework as well as an empowerment framework. Considered in this light, womens experiences provide valuable insights about the perceived and potential health and gender impacts of alternative models of trade and provide a vision for the future directions of these models. <p>The womens experiences reveal that although valuable benefits are being experienced as a result of participation in Fair Trade especially in terms of a higher income and a commitment to organic agriculture there are lingering doubts as to whether Fair Trade is actually "fair" or simply "better". The women supported by la Fundación Entre Mujeres aspire to more equitable trade characterized by solidarity, justice, a focus on womens rights, and a fairer valuation and recognition of womens efforts inside and outside of coffee. In order to move towards this "fair" system of trade, the current Fair Trade model must become more oriented towards equitable control for all of its stakeholders and must broaden its definition of empowerment so as to more actively and vocally participate in the broader contexts of international trade that are influencing health and gender equity for women around the world.

Uppsatsen behandlar ämnet turism och rättvis handel ur en geografisk synvinkel. Utgångspunkten är den ideella organisationen Tourism Concerns kriterier för en rättvis turism, som poängterar researrangörernas uppfostrande roll i marknadsföringen. Enligt detta NGO-perspektiv borde researrangören tillgodose resenären med information som möjliggör ett medvetet val, uppmuntrar resenären till ett mer ansvarsfullt och rättvist beteende väl på destinationen samt en rättvis beskrivning av destinationer i marknadsföringen. De menar att en påläst turist bidrar till ett mer rättvist förhållande mellan turist och lokalbefolkning. Fair Trade – rättvis handel inom turism behandlas i uppsatsen dels som ett medel för en mer rättvis regionalgeografisk beskrivning av platser, dels som en väg till regional utveckling. Uppsatsen syfte är att beskriva och analysera de tre största svenska researrangörerna, Apollo, Fritidsresor och Vingresor, information till resenären gällande ansvarsfullt och rättvist resande, dels genom konkreta råd till resenären, dels i marknadsföringen av destinationer i utvecklingsländer. Vidare undersöker uppsatsen även svenska resenärers inställning till en mer rättvis turism. Uppsatsen beskriver resenärens respektive researrangörens roll för en utveckling av en mer rättvis turism i framtiden. Den empiriska undersökningen baserar sig på analyser av researrangörernas hemsidor och kataloger, en enkätundersökning om svenska resenärers inställning till en mer rättvis turism samt en intervju med Eleonore Fauré på Fair Trade Center. Uppsatsens resultat är att både researrangörerna och resenärerna spelar en stor roll för utvecklingen av en rättvisare turism. I dagsläget krävs förändringar dels hos researrangörerna, dels hos resenären för att en rättvisare turism ska bli möjlig i framtiden. Researrangörerna måste bredda sitt ansvarsområde och även innefatta frågor av ekonomisk, kulturell och social karaktär, inte bara miljöfrågor. De konkreta råden till resenären och beskrivningen av destinationer i marknadsföringen måste bli mer sanningsenlig och öppen med de problem som turismen för med sig. Resenären å andra sidan, måste använda sin konsumentmakt genom att öka sina krav på och ställa frågor till sin researrangör för att dessa frågor ska få högre prioritet. Resultatet av min enkätundersökning visar att i dagsläget är detta inte fallet. Ur ett geografiskt perspektiv är dessa förändringar viktiga, eftersom en mer rättvis turism kan främja den regionala utvecklingen i destinationsländerna.

The objective of this study is to explore possible factors affecting college students¡¦ preference for fair trade coffee. The investigated factors included four of the values listed in Sheth, Newman and Gross's (1991a) theory of consumption values, as well as price, convenience (of buying fair trade coffee), and demographic variables. The values were functional value, social value, emotional value, and epistemic value. This study further divided emotional value into caring value and mood value; the formal reflected caring about farmers, child labor and the environment/ecology, and the latter focused on the possibility of having a good mood from consuming fair trade coffee. A convenience sample of 198 college students studying in Kaohsiung who often drank coffee were interviewed. Results from regression analysis suggest that college students would be more intended to buy fair trade coffee if they believed it had high caring value or high mood value. Furthermore, respondents spending less than 200 NTD per month on coffee were less intended to buy fair trade coffee than those spending between 200 NTD and 499 NTD per month on coffee were. Finally, functional value, social value, epistemic value, prices, and convenience¡Xall assessed by respondents' perceptions¡Xdid not have significant impact on the respondents¡¦ preference for fair trade coffee. Based on these findings, several recommendations were made to the government, schools, and organizations interested in promoting fair trade coffee.

Il commercio equo e solidale (Cees) è andato sviluppandosi nel mondo occidentale nel corso degli ultimi quaranta anni, quale risposta alla crescente consapevolezza del fatto che i vantaggi derivanti dagli scambi e dall’espansione del commercio internazionale non risultano equamente ripartiti tra tutti i Paesi e tra i vari strati della popolazione di ciascuno dei Paesi stessi. La progressiva estensione del fenomeno in termini di ampliamento delle aree geografiche coperte e di aumento del quantitativo e delle tipologie dei beni commerciati, nonché il proliferare dei soggetti coinvolti e la loro stessa eterogeneità ha via via evidenziato le potenzialità connesse a tale realtà divenuta, nel corso di pochi decenni, da settore di nicchia, modello di riferimento per un commercio giusto nel panorama internazionale di mercato. Orbene, allo scopo di inquadrare precisamente il fenomeno e di sviscerarne i contenuti si è ritenuto opportuno suddividere la trattazione del tema in quattro macro-blocchi inerenti rispettivamente: la descrizione socio-economica del Cees, i progetti di normazione presenti in materia a livello sovranazionale-nazionale e regionale, le altre esperienze parallelamente sviluppate in altri paesi europei, nonché l’analisi degli strumenti contrattuali in uso nel settore con particolare riguardo ai contratti di Ctm. Il punto di partenza è rappresentato da una serie di considerazioni di ordine introduttivo, con particolare riguardo alla dimensione socio-economica del fenomeno, alla luce della sua crescente evoluzione e del suo attuale valore in termini di incidenza all’interno del nuovo ordine globale delle relazioni economiche. A seguire, dato il taglio essenzialmente giuridico della ricerca, si è ritenuto opportuno penetrare immediatamente la realtà del commercio equo con specifico riferimento alle problematiche ed alle prospettive connesse all’opportunità di una regolamentazione giuridica del fenomeno stesso, le quali costituiscono, precisamente, l’oggetto centrale del presente studio. In particolare si è scelto di elaborare una serie di riflessioni introduttive a proposito dei differenti approcci posti in essere in materia, considerando la complessità del quadro di riferimento nonché la varietà degli intenti. Orbene, nel tentativo di ricostruire le ragioni che hanno determinato l’esigenza di regolamentare la materia, si è pensato in primo luogo di esaminare i numerosi tentativi di autoregolamentazione attuati in tal senso, con riferimento da un lato alle cc. dd.. Carte dei Criteri ed in particolare alla Carta Italiana, elaborate allo scopo di identificare i requisiti ed i soggetti destinati ad operare in tale contesto, e dall’altro lato ai sistemi di certificazione privati e specializzati posti in essere allo scopo di etichettare i prodotti del Cees e garantire così la conformità a determinati standard, nonché il rispetto dei principi propri del settore in esame. Una volta esaminati i percorsi inerenti la via dell’autoregolamentazione e le peculiarità connesse agli stessi si è ritenuto interessante procedere nell’analisi dei percorsi di eteroregolamentazione posti in essere in materia, e ciò in particolare sulla scorta dei limiti e delle incongruenze intrinsecamente legate alla strada dell’autodisciplina. La creazione di un preciso schema legislativo in materia, corrispondente ad una vera e propria legge, consentirebbe, infatti - ed è precisamente ciò che la ricerca è tesa a dimostrare - di realizzare, al di là del riconoscimento ufficiale del fenomeno, anche una specifica individuazione dei prodotti del Cees e dei soggetti coinvolti, ciò che determinerebbe, attraverso l’istituzione di un rigoroso sistema sanzionatorio, la conseguente eliminazione del rischio che gli stessi si trovino in un certo senso a miscelarsi inconsapevolmente con soggetti estranei ai principi del movimento, traducendosi implicitamente in una enorme garanzia per il consumatore. Una volta accertata la necessità di regolamentare la materia e una volta enucleate le motivazioni attraverso le quali si è giunti ad affermare la preferenza di soluzioni di tipo eteroregolamentative, si è scelto di proseguire nell’analisi dettagliata dei percorsi e degli interventi legislativi elaborati su scala sovranazionale, nazionale e regionale; ciò al fine di riflettere più compiutamente sul taglio che un intervento regolativo in materia dovrebbe avere. I paragrafi elaborati nell’ambito della Parte II e precisamente inerenti una ricognizione e valutazione critica dei progetti di normazione presenti in materia, si muovono in effetti proprio in tale ottica, nel tentativo di chiarire se, posta la complessità degli interventi legislativi predisposti a vari livelli, sia ravvisabile all’interno di uno di questi un possibile modello da seguire. Sempre allo scopo di riflettere sui profili regolamentativi del fenomeno del Cees e posta la necessità di rintracciare un modello indicativo sulla base del quale pervenire all’elaborazione di un preciso schema di inquadramento legislativo, si è scelto di dedicare le successive fasi della ricerca all’esame delle esperienze maggiormente rilevanti nel settore condotte all’interno di altri paesi. La terza parte-sezione del lavoro di ricerca si incentra, infatti, sull’analisi degli schemi e delle soluzioni legislative elaborate a livello europeo (e non solo) in tale ambito, ciò allo scopo di valutare le affinità e le compatibilità, ma anche eventualmente le divergenze esistenti rispetto al nostro sistema. Ebbene, a parte lo studio delle strategie tracciate all’interno del contesto europeo, ed in modo particolare in paesi come la Spagna e la Francia - attraverso l’analisi delle varie proposte e normative concretamente poste in essere - si è ritenuto interessante proporre anche l’esame di una realtà profondamente differente, sia per struttura che per impostazione, quale, appunto, quella canadese, e ciò considerato in particolare anche il carattere innovativo di una indagine comparata tra le due dimensioni (quella italiana e quella, appunto, canadese). Alla luce di tali considerazioni, nonché allo scopo di rendere effettivamente concreti i profili teorici anzi sviluppati, si è scelto di completare la ricerca mediante l’analisi di alcuni contratti commerciali, utilizzati nella pratica degli affari e recanti appunto norme rispettose dei principi del Cees. In particolare, l’ultima sezione del lavoro, inerente temi di giustizia sociale e diritto dei contratti - con specifico riferimento alla disciplina giuridica del contratto inteso appunto quale mezzo attraverso cui orientare il corretto funzionamento del mercato concorrenziale e fornire adeguate tutele ai consumatori - si sofferma sull’analisi della modulistica contrattuale (Il “Fair Trade Partnership Agreement”; l’“Annual Plan”; il “Fair Trade Purchasing Contract”; il “Delivery Order”) utilizzata da Ctm Altromercato nelle operazioni di acquisto, nonché di trasporto e vendita dei prodotti equo-solidali. Tale modulistica, reperita grazie ad una profonda collaborazione con la sede legale del Consorzio, è stata ritenuta particolarmente interessante sotto un duplice profilo: da una parte, infatti, tali strumenti contrattuali potrebbero rappresentare una effettiva garanzia per quel consumatore socialmente responsabile che voglia visionarli al fine di constatare direttamente il rispetto di determinati standard e principi e che voglia, cioè, accertare che i prodotti che acquista siano effettivamente rispettosi di quegli standard; dall’altra parte, tali contratti rappresenterebbero una sorta di garanzia sociale, vale a dire un mezzo attraverso il quale far rispettare i suddetti valori e recuperare, in una prospettiva più ampia, anche determinati diritti. / The fair trade phenomenon expanded in the western world during the last forty years because the benefits of trade and the expansion of international trade are not equitably distributed among all countries and between different levels of population. The gradual extension of phenomenon, the expansion of the geographic areas covered, the increase of quantity and types of traded goods and the proliferation of actors, gradually showed the strength related to this reality, which has become, in a few years, a true reference model for a fair trade on the international market. However, in order to classify precisely the phenomenon and to reveal its contents, it was considered appropriate to divide the discussion of the topic into four macro-blocks, respectively associated to: -the socio-economic description of the fair trade; -the different standardization projects elaborated in this field at the supranational, national and regional levels; -the other experiences developed in a comparative perspective with other European countries (and not only); -the analysis of contractual instruments used in the sector with particular regard to the contracts used by CTM Altromercato. The starting point is represented by some different preliminary considerations, with special emphasis on socio-economic phenomenon, considering its increasing trend and its current value in terms of incidence on the new global order of economic relations. Secondly, as legal research, it was considered appropriate to immediately penetrate the reality of fair trade, with specific reference to the problems and prospects related to the best legal regulation of this phenomenon, which represents the central object of this study. In particular, we chose to develop some general discussion about the different approaches elaborated in this area, considering the complexity of the framework and the variety of proposals. However, reconstructing the underlying reasons for a legal adjustment of this phenomenon, it was thought primarily to examine the many attempts to self-regulation, referring firstly to the “Carte dei Criteri” and especially the “Carta Italiana”, drawn up to identify the requirements and the people suitable to operate in that context, and secondly concerning the private certification schemes, specialized in this field, and created to label the products of fair trade and thus to ensure compliance with standards and respect for the principles of the sector. After examining the pathways of self-regulation and the peculiarities connected to the same, it was considered interesting to carry out the analysis of a different form of regulation, called “heteroregulation”, considering, in particular, the limitations and inconsistencies intrinsically linked to the self-discipline. In fact, the creation of a clear legislative framework, corresponding to a real law, would- and this is precisely what the research is oriented to prove - to establish, in addition to official recognition of the phenomenon, the specific identification of the fair trade products and of the parties involved and moreover, establishing a strict system of sanctions, to realize the subsequent elimination of the risk that they are, unconsciously, mixed with persons outside the principles of the movement, meaning a huge guarantee for the consumers. Once we have established the need to regulate this field and once outlined the reasons for a preference of heteroregolamentative type solutions, it was interesting to analyze the detailed paths and the legislative actions drawn up at the supranational , national and regional level, to reflect more broadly on the style that a regulatory intervention in this area would have. The paragraphs elaborated in the II part, concerning a critical evaluation of the projects of regulation existing in this context, want to clarify if, considering the complexity of the sector, a potential model to follow exists. Thirdly, in order to reflect on the regulation profiles of fair trade phenomenon and considering the need to find a legislative framework, it was chosen to dedicate the next stages of research to examine of the most important experiences carried on in this field from other countries. The third part-section of the research is focused on the analysis of legislative solutions developed at European level (and not only) in this context; the aim is to value the similarities and the compatibility, but also the differences, compared to our system. In addiction to the study of strategies, outlined in the European context, and particularly in the countries like Spain and France - through the analysis of various proposals and regulations put in practice - it was considered interesting to propose also the examination of Canadian perspective, considering in particular the innovative nature of a comparative study between these two dimensions (Italian and Canadian). For these considerations and to realize the theoretical profile, it was decided to complete the research with the analysis of some commercial contracts, which are used in the practice of business and containing the fair trade rules and the principles. In particular, the last section of work, concerning the social justice issues and the law of contracts - with particular reference to the legal framework of the contract conceived like an instrument to ensuring the proper functioning of the competitive market and protect consumers - is focused on the analysis of contractual forms ( "Fair Trade Partnership Agreement", "Annual Plan, "Fair Trade Purchasing Contract" and "Delivery Order") used by CTM Altromercato in transactions of purchase, transportation and sale of fair trade products. These contracts, obtained thanks to a strong collaboration with the legal office of the Consortium CTM Altromercato, were considered particularly interesting: first of all, these instruments could be a contractual guarantee for a consumer socially responsible, who wants to view them and to observe directly the relevance of these standards and principles, and to ensure that the products meet those standards; on the other hand, these contracts represent a kind of social security, namely an instrument to enforce these values and also to recover, in a broader perspective, specific rights.

fair trade is a business model approach that pretends to enhance the access to progress opportunities for rural populations through an empowering framework that supports small producers’ organizations and encourages investment decisions that improve welfare and sustainable development in their own communities. The values and practices underlying fair-trading emphasize a greater sensitivity on the conditions of small growers. The model integrates good agricultural practices, environmental stewardship, organizational transparency, empowerment, participative democracy, economic incentives and technology transfer in an alternative trade framework with the specific purpose of improving the income of rural producers of agricultural goods in developing countries. The most distinctive mechanism fair trade models use to improve the income of these producers is the direct payment of a minimum sales price to the farmer, which is at least equal to the market price. In exchange for this price security, the farmer commits to environmentally sound and socially responsible production practices. The main objective of this document is to provide a model for a handbook for small producers and organizations in Colombia interested in fair trade certification schemes. The paper collects relevant information for producers and organizations starting from an introduction of the fair trade system and the different labeling alternatives available in the market. It also provides general information about the background of the rural population in Colombia, useful for other audiences like researchers, and project leaders. In addition to explaining how the world’s leading fair trade labeling organization works and the procedure to obtain a certificate from them, the paper suggests screening and organizational-fitness tests intended to help interested producers and organizations to identify the suitability of the system to their own needs and detect internal strengths and weaknesses in relation to the specific certification requirements. The core of the document is a detailed analysis and compilation of the relevant compliance criteria producers and organizations must meet in order to become certificate holders and retain the certificate successfully. The standards set by the labeling body chosen for this work are paired to the compliance requirements of the respective auditing organization, local legal demands and practical guidance for compliance. The analysis is based on fair trade certification case studies, literature review and interviews with fair trade certified producers and experienced certification consultants in Colombia. Relevant local legislation and further informative documents for applicants are included in the Annexes. Its productive and demographic structure makes of fair trade schemes a relevant model for Colombia, a net producer and exporter of agricultural products. Production and trade patterns in Colombia, in combination with relentless land ownership concentration and inequality call for the implementation of alternative strategies with the potential of improving income in the short term; and strengthening capacity building, enhancing negotiation power of small farmers’ organizations and developing their skills for agro-business management in the long term.

Referat: Unter den Stichworten "Ethischer Konsum", "Politischer Konsum", "Moralischer Konsum" o.Ä. lassen sich seit den letzten Jahren Konsummuster fassen, in denen neben der Erfüllung privater Wünsche und Bedürfnisse immer stärker die Frage danach aufgeworfen wird, inwiefern das eigene Konsumverhalten dazu beitragen kann, bestehende globale Verteilungsungerechtigkeiten/Umweltprobleme abzumildern oder ganz zu beseitigen. Unter anderem mittels verschiedener Siegel, die faire Arbeitsbedingungen oder eine nachhaltige Produktion (vermeintlich) garantieren, sollen Konsumentinnen und Konsumenten dabei mit dem für sie nötigen Wissen über die Herkunft der Waren ausgestattet werden. In vorliegender Arbeit wird die Frage gestellt, wie in Diskursen und Praktiken jener Formen kritischen Konsums gesellschaftliche Problematiken (z.B. die oben angesprochenen) in Probleme bzw. Aufgaben individueller Lebensführung übersetzt werden, mithin also von einer globalen Ebene auf eine lokale, körperliche herunterskaliert werden. Dabei wird kritischer Konsum als spezifisches Handlungsfeld verstanden, welches jenen Spielraum eröffnet, der für die Etablierung jeglicher aktiv gestalteter Lebensführung ("Selbsttechniken" im weitesten Sinne) notwendig ist, und damit die Konstituierung von "raumsensiblen" und "verantwortlich" agierenden Konsumentinnen und Konsumenten erst ermöglicht.

The purpose of this thesis was to examine the potential effects of a cause related marketing approach inthe Swedish agricultural industry. This was done by analyzing the market potential and how an industry,through a marketing perspective, can help rejuvenate a troublesome sector, more specifically thedomestic milk sector. A mixed-method was utilized in order to answer the research question. Qualitativeinterviews with stakeholders throughout the supply chain were conducted to create greater knowledgeand serve as a structural guide for a quantitative questionnaire, which was answered by 182respondents. This thesis is centered on the theories of cause related marketing, fair trade and consumerbehavior. The results of the study show a gap in the market, which a cause related marketed productcould fulfill. In order to succeed the problem must be raised from the field of agriculture to a social level,which incorporates and affects all of us in our everyday living. The marketing communication shouldtherefore focus on the cultural importance of preserving the domestic agricultural industry in order tosucceed.

abstract: Despite a wealth of academic literature critiquing current tensions within the Fair Trade (FT) movement, very little work has focused on examining the birth and evolution of the FT movement within the broader context of the international political economy (IPE), specifically in reference to the ideological and policy changes that ushered in an era of free trade and deregulated markets for both trade and finance. From such an optic, it is no longer enough to merely question the extent to which the market should be engaged. Rather, one must question whether the engagement of the market strips the movement of its power to affect long term development in local economies. Drawing upon the historical record, this thesis focuses attention on the complexity of the linkages that exist between political ideology, trade policy, and development. While Fair Trade is commonly understood to be a responsive effort to create more equitable trade relations with producers in the least developed countries, less emphasis is placed on understanding the state-centered political structures that contributed to a capitalist push-back and the implementation of today's liberalized trade policy, and yet to do so is absolutely critical if we are to gain a deeper understanding of the limits and constraints of Fair Trade. Full engagement with mainstream markets has led to robust growth in the FT market per annum, yet countries that are heavily engaged with the FT market show little evidence of development or poverty reduction at a macro-level. Thus, Fair Trade must define itself as more than principled opposition to labor exploitation if it is to present itself as a credible instrument of economic development. / Dissertation/Thesis / M.A. Social Justice and Human Rights 2011

O modelo, ou modelos, de organização da Economia Solidária nasceu, aproximadamente, ao mesmo tempo em que surgia o capitalismo industrial e foi reinventado na década de 1990, enquanto alternativa ideológica de afronta aos efeitos excludentes do capitalismo e/ou alternativa de política de emprego e renda à população mais pobre, desempregada ou subempregada, com a formação de iniciativas por parte da população excluída do mercado. Esta “reinvenção” ocorre majoritariamente sob orientação de organizações religiosas, sindicais, universitárias e ONG’s. Segundo a SENAES (Secretaria Nacional de Economia Solidária) (BRASIL, 2004b), considera-se Economia Solidária o conjunto de atividades econômicas com as seguintes características: cooperação, autogestão, viabilidade econômica e solidariedade. Em 2005, a secretaria identificou 14.954 empreendimentos econômicos solidários no Brasil, dos quais 85 em Porto Alegre. Para estudar a Economia Solidária, pela ótica econômica, não é suficiente a teoria econômica tradicional, pois é necessário: entender o surgimento e a sobrevivência de associações que encerram concomitantemente as lógicas econômica, política e social; considerar a relação entre ética e economia, com uma aproximação das duas, e entender esta relação tanto na busca de outros princípios de comportamento econômico quanto no entendimento dos juízos de valores feitos pelas pessoas ao adjetivarem um comércio de justo; entender o mercado como uma forma de alocação, dentre outras e que as outras formas de alocação permanecem, além de entender o mercado como uma formação social; entender como se formam os preços “justos” e porque um consumidor escolheria um produto de Economia Solidária, mesmo tendo que pagar um preço mais elevado. Foram realizados dois estudos de caso em Porto Alegre (RS, Brasil): nas feiras da Cooperativa Ecológica Coolméia e nas lojas da Etiqueta Popular. Por meio de entrevistas realizadas com produtores cooperados e com consumidores dos dois empreendimentos, buscou-se identificar se estes percebem os empreendimentos como mais do que uma alternativa de emprego, se os consumidores são conscientes de que compram uma relação de compromisso junto com os produtos e qual é o reflexo dos anteriores na formação dos preços. A análise qualitativa das entrevistas demonstra um grau de aderência com as teorias discutidas anteriormente, mas também demonstra que há ainda um longo caminho a ser percorrido, o que é percebido pelos produtores entrevistados. O fato da maioria dos produtores afirmarem que estavam em melhor situação sócio-econômica com sua participação nos empreendimentos e o fato de alguns consumidores parecerem conscientes com relação ao efeito de suas decisões de compra podem apontar a Economia Solidária como uma forma alternativa à economia capitalista. A dúvida que permanece diz respeito à dimensão desta Economia Solidária, ou seja, se ela conseguiria incluir toda a população excluída pela economia capitalista, sem deixar de gerar os benefícios encontrados até agora nestes empreendimentos e até mesmo os aumentando. Ademais, há dúvidas quanto à relação da Economia Solidária com a economia capitalista e com o governo. / The model, or models, of organization of the Solidarity Economy was born, approximately, at the same time as the industrial capitalism was being developed. It has, however, been reinvented in the 1990’s as an ideological alternative of confrontation to the excluding effects of the capitalism and/or as an alternative of employment and income policies to the poorest, unemployed or underemployed population. This was made by means of initiatives of the population excluded from the market, under the orientation of religious organizations, labor unions, universities and NGO’s. According to SENAES (National Office of Solidarity Economy) (BRASIL, 2004b), it is considered Solidarity Economy the ensemble of economic activities with the following characteristics: cooperation, self-management, economic feasibility and solidarity. In 2005, the Office identified 14.954 solidary enterprises in Brazil, among which 85 are located in Porto Alegre. To study the Solidarity Economy, from the economic point of view, the traditional economic theory is not suitable, because it is necessary to: understand the emergence and the survival of association that enclose, at the same time, the economic, social and political logics; consider the relationship between ethics and economics, and, also, understand both the search of other economic behavioral principles and the understanding of moral judgments made by people when qualifying a trade as fair; understand the market as one form of allocation among others, which also continue to exist, as well as understand that the market is a social construction; understand how the fair prices are formed and why a consumer would choose a product of Solidarity Economy, even if he has to pay a higher price for it. We have analyzed two cases of Porto Alegre, Brazil: the open markets of Cooperativa Ecológica Coolméia e the stores of Etiqueta Popular. The assessment was made by interviews with producers and consumers of both enterprises, as a means to identify if the producers view the undertaking as more than an employment alternative, if the consumers are conscious that they buy a commitment relationship along with the products, and what is the reflex of the answer of the two previous questions in their price formation. The qualitative analysis of the interviews has demonstrated a degree of adherence to the theories discussed before. Also, it has demonstrated that there is still a long way to go through, and that the producers have realized. The fact that the majority of the producers has affirmed that they were better off because of their participation and the fact that some consumers appeared to be conscious of the effect of their purchase decisions might indicate that the Solidarity Economy is an alternative to the capitalist economy. However, doubt still remains as to the size of this economy, that is, could it include all the population excluded by the capitalist economy, without overlooking the benefits generated until now, and even enlarging them? Besides, there are doubts as to the relationship of the Solidarity Economy with the capitalist economy and with the government.