The thesis provides a need assessment of towns, schools and local religious congregations that joined the Fairtrade Towns campaign. It is framed into a broad topic beginning with global issues, going through the concept of fair trade to the subject of this research. The author reflects his approach and explains why the system theory and theory of autopoiesis was chosen as an interpretive framework for analysing data. Having regard to the methods, the thesis uses needs assessment approach. Its interpretive possibilities are later used. The author focuses on the formulation of hypotheses before the implementation of qualitative interviews as the main research method. Final hypotheses served as a guide for research. The author performs analysis of available resources and uses his own quantitative data analysis findings that used confirmatory factor analysis and logistic regression. Qualitative interviews were conducted and thematic analysis was made. Than aforementioned analyses approaches were used too. The needs of subjects that joined the campaign were found out, described and assessed.

Young people, born in the 1990s, are pictured by the society as individuals who are connected and who tend to put their physical moments besides. Only a few studies have been carried out to understand how they feel and why they act as they do. The purpose of this study was to understand the consumption behaviour and the characteristics of a new generation: Generation D, in order to reach them efficiently with fairer market alternatives. This research seeks to address the following questions: 1.Who are the people representing Generation D? 2.What is sustainable, what is fair? 3.How should the relationship between the generation and fair-trade brands look like? We found out, with the help of the empirical findings and the analysis, that a company needs to take into account two main characteristics to target this generation. We noticed that social media have a real impact on the people from this generation. This generation grew up with the development of the technological world; the internet is part of their life. We noticed that social media might influence the self-esteem of this individuals, they tend to compare their life to others. However, social media are one of their main channels of communication. We also found out that the individuals who are part of this generation are looking for meaningful actions. They want to be useful and help our society by protecting the environment or social rights. To be able to reach the people from this generation, companies need to use social media to communicate with them and focus on the understanding of the true feelings of these individuals. They need to establish an honest relationship. This thesis might be valuable for companies who want to target young generations and reach them efficiently. They need to understand the true feelings of their target group and rethink marketing strategies to differentiate themselves from the jungle of competitors. Marketers can also use our synthesis of the theoretical framework and apply it to their segment. Lastly, this study helps in raising awareness regarding the effects of using the internet and regarding the expression of oneself.

Tlolková, M., Development potential of Fair Trade in Czech Republic. Diploma thesis. Brno: Mendel University, 2018. The diploma thesis is focused on fair trade in the Czech Republic. The first part deals with the main ideas and the principle of the functioning of fair trade and its organizations, the way of certification and the conditions for their granting. It exam-ines in more detail the functioning in the Czech environment and describes the prin-ciples and way of incorporating fair trade into social responsibility, communication tools, areas of activity and consumer habits. The survey consists of sources such as annual reports and public surveys and in-depth interviews with employees of fair trade organizations in the Czech Republic. In addition, a comparison is made with foreign entities and the possibilities of further development of fair trade, namely the education of future responsible consumers (Fairtrade Campaign), are proposed and by means of marketing and management methods (SWOT, EFE and IFE matrix, An-soff's matrix, Triple Bottom Line) further recommendations are given, such as set-ting SMART goals and processing more detailed annual reports.

This thesis analyse the issue of fair trade and the posibility for this program in the Czech republic. The literary part of thesis describes the program fair trade, reasons for formation of fair trade, its current status and issue of oil palm planting in the world. This thesis evaluates influence of oil palm planting on the environment and economic, social and health impacts connected with oil palm planting for local residents and communities and impacts of oil palm production on the Czech Republic. For the practical part of thesis I used the questionnaire survey, when I examined public knowledge of the fair trade, consumer behavior, the range of demand for fair trade products and the interest of citizens about problematic situatin of oil palm planting.

Indiana University-Purdue University Indianapolis (IUPUI) / The modern fair trade movement and resulting network emerged during the twentieth century as a strategy to alleviate extreme poverty through creating equitable trading initiatives and markets. Since its emergence, fair trade has grown tremendously to include initiatives across the globe, particularly within the Global South. Although the intent to do good is present amongst fair traders, the impact of these initiatives remains rather ambiguous, especially in regards to culture. Using a case study approach, this thesis aims to identify the cultural implications of fair trade activities and initiatives on Ghanaian basket weavers and their local communities, and then determine the effectiveness of the fair trade movement in aligning intent with impact within this context given these findings. From there, specific policy recommendations are provided for future initiatives.

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This case study sets out to gain an understanding of the complexities involved in promoting sustainable consumption by looking at Malmö Fairtrade City’s communication approach and the challenges it faces. Analyzing empirical data from in-depth interview and archival documentation, the results show that Malmö Fairtrade City uses a mix of multi-step and network approaches in its communication. Although its way of promoting Fairtrade consumption displays some features of social marketing, it is not yet an ideal premise for the approach unless it aims explicitly at changing behaviour. Despite having the municipality as a power and credible sender, it still has to overcome hurdles such as getting people interested in Fairtrade and operating with little resources. It is hoped that results from this study could provide insights for communities interested in becoming Fairtrade Cities and programmes that aim at promoting sustainable consumption. / Award-winning Master thesis for the academic year 2010-2011.

Fair trade offers an alternative market for handicraft producers in Peru, connecting them to buyers in the Global North. This market connection means that formerly utilitarian and traditional handicrafts must now satisfy the changing desires of consumers with whom artisans have no direct contact. In this dissertation, I examine the connections between Peruvian artisans and Northern importers as mediated through Manos Amigas (MA), a fair-trade handicrafts-distributing organization based in Lima. From its intermediary position in the fair-trade network, MA aims to design products that will sell to Northern clients while supporting Peruvian artisans—many of whom are Quechua-speakers and Andean migrants—and adhering to the principles of MA’s fair-trade certifier, the World Fair Trade Organization. The dissertation is based on eleven months of ethnographic fieldwork involving participant observation, semi-structured interviews, and analysis of audio and audio-visual recordings of product-innovation meetings, clients’ visits with artisans, and other interactions. I examine the ways in which, and the extent to which, MA, through its implementation of fair trade, translates fair-trade principles into practice, supports the use of indigenous languages and artisanal traditions, and fosters transparent communication. I find that artisans are quite often excluded from important fair-trade conversations. In product-innovation meetings that involve MA staff members, Northern clients, and only sometimes artisans, the participants negotiate such product attributes as tradition, authenticity, “Peruvianness,” and desirability. Through my analyses, I demonstrate the varied meanings that these attributes have for different participants in fair trade. Even when artisans are included in meetings with Northern clients, much of the talk that occurs is not translated into Spanish for the artisans’ benefit. Artisans’ speech, on the other hand, is often translated into English for clients’ benefit, making translation largely unidirectional. This contributes to the knowledge and experience of the Northern visitor but does not increase artisans’ understanding of consumer trends or of clients’ reactions to their products. Translation practices thus tend to perpetuate unequal relationships that keep artisans at a disadvantage. Manos Amigas offers an example, overall quite successful, of how fair trade can be implemented. There is always room for improvement, however—ways to uphold fair-trade principles more strongly and ways to support artisans more effectively. Throughout the dissertation, I indicate ways that fair trade and conventional trade are similar and present comparable pitfalls. Competition, discrimination, poverty, and ideologies of gender that tend to keep women from powerful and well-paying positions are some of the challenges that artisans consistently face. I demonstrate numerous ways that fair trade—through certification and auditing, flexible interpretation of fair-trade principles, unidirectional translation practices, and client control over product designs—perpetuates asymmetrical power relations and Southern dependence on the North. / Anthropology

The aim of the thesis is to describe framing activity of non-profit organization Ekumenická akademie, z.s. that is linked with fair trade movement. It means I want to describe how it strategically constructs a communication made through leaflets that go to existing and potential supporters. The theoretical part focuses on the concept of fair trade movement and its work in the Czech Republic. Then it describes the framing theory, especially core framing tasks that are essential to this thesis. In the methodology, the research methods are explained, which was content analysis of the documents and it also describes the process of the analysis itself. The last part of the thesis describes the results of the research which means how the organization interpreted and constructed the reality with diagnostic, prognostic and motivational framing and thus formed the meaning of the whole communication.

The primary argument and area of interest within this explorative study lies within the domain of copyright law enforcement of the creative industries and argues the deleterious impact that the infringement of copyright has on national and individual balance sheets and the opportunity to re-engineer the copyright dividend. Globally, creative industries are estimated to account for more than 7% of the world’s gross domestic product and are predicted to grow, on average, 10% per year. Digitization and the internet have seen to it that copyright, through inter alia the unlimted reproduction capacity of copyrights, brought by digitization and the internet, has seen its importance in the intellectual property bouquet soar. This study endevours to establish the beginning of a discourse on copyright in which the very survival of the creative industries, galvanized, for more than a century by technology and changes in technology and the security of its consumers, depends on the adopting of improved, farsighted, equitable, inclusive and stricter measures in order to protect such from both internal and external threats. From a global perspective most copyright owners and nations with few exceptions rich in copyrights, compounded by the presence of unsubstantial collaboration, suffer losses because the protection of their respective intellectual property rights such as copyright, trademarks and patents are not adequately aligned with what may be referred as the technology conversation. It is imperative that the collaborative copyright alliances develop a strategic agenda that is relevant to the technology conversation in order to re-engineer the copyright dividend where new copyright enforcement mechanisms will be deployed. In as much as this study placed greater emphasis on online infringement, physical piracy is still pervasive and it intensely contributed to the explorative conversation. Piracy effectively relieves copyright authors and the State of the royalty flows that arise from legal and transparent use of copyright. It is these royalty flows that give rise to term “copyright dividend” literally meaning the income arising from the underlying copyright assets. Seeing what is stolen by piracy as the “theft”, whether direct or indirect, of copyright dividends, the challenge to address, avert and amend such outcomes is akin to re-engineering the copyright dividend and this meant the examining of the copyright law structures influencing and regulating the trade in copyrights. In this study the focus was initially on understanding the copyright law regimes and the real challenges that influenced their respective implementations that generated a copyright dividend. Understanding exactly how well such were actually working rested on exploring the lived experiences and perceptions of ten copyright experts across the world from two primary copyright law regimes. Such an exploration was necessary as such provided the requisite insight into inter alia the legal framework wherein both the illegal market and the legal market for copyright operated, to the threats faced the copyright dividend. Five research questions were used in this study. Such served as the discussion points used in the interviews with the ten research participants.These five research questions emerged from the problematization within current , literature and supported by the research data. The obtained data were grouped in relation to the five research questions and filtered to identify commonalities amongst the ten participants. The obtained data were grouped in relation to the five research questions and filtered through a lamination process,which emerged to identify commonalities amongst the ten participants.The global copyright law system and stakeholdership presently lack the necessary strategies, capacities, will and common thought to effectively address infringement. This is the major impediment of technological advancement and thus reengineering the copyright dividend was critical. To a demonstratable extend it is independent of the progress of governments and other relevant parties affected by infringement. The data also showed that infringement is an eroding threat to intellectual property and that critical knowledge is an urgent necessity to re-install the copyright value in its global ecosystem, which is essentially achieved by diverting the copyright dividends stolen by the illegal copyright market and re-engineering the copyright dividend. The outcome is that copyright law enforcement promotes the returns of dividends and fair trade to the rightful owners in an accountable and sustainable manner, as was and is intended by the global copyright law regimes. / PhD (Business Administration), North-West University, Potchefstroom Campus, 2015