Under de senaste åren har försäljningen av rättvis handelsprodukter ökat markant. Denna utveckling berättar om en växande medvetenhet om konsumtionens baksidor hos människor i allmänhet. Inom rättvis handelsrörelsen är aktörers och produkters visuella identitet ett aktuellt ämne och det pågår diskussioner om dessa, om än i andra termer. Det har dock ännu inte skrivits så mycket inom detta område vilket motiverar min undersökning. Den här uppsatsen behandlar frågeställningen Vilken form har rättvis handel? Hur framstår rättvis handels visuella identitet idag genom rörelsens aktörer och deras produkter? Frågeställningarna exemplifieras och besvaras i uppsatsen genom ett designpedagogiskt projekt. En workshop, med deltagare som hade en direkt eller indirekt anknytning till världsbutiken Fair Trade Shop i Stockholm, fungerade som en sorts utgångspunkt för projektet. Några perspektiv som uppkom i denna workshop fördjupades ytterligare genom intervjuer och en analys av julmarknaden Schysst Jul (”den rättvisa julmarknaden”). I undersökningen använde jag mig av etnografi-inspirerade metoder och materialet analyserades med hjälp av varumärkesforsknings- och strategisk designteori. Workshopen berörde olika perspektiv på frågan Vilken form har rättvis handel?. Genom övningar och samtal synliggjordes våra uppfattningar om rättvis handels formmässiga beståndsdelar som färg, form och material. Cirkeln, ofta föreställande stiliserade jordglober, var en av de former som återkom hos många aktörers logotyper. Ett relativt brett spektrum av färger uppfattades som rättvis handel och vissa av dessa färger associerade till en identitet som flera av deltagarna inte vill att rörelsen ska förknippas med. Vi diskuterade även rättvis handelsprodukter och kom fram till att t.ex. olika material indikerade skilda åsikter om rättvis handel och dess visuella identitet. Undersökningen visar att det finns förutfattade meningar om rättvis handelsaktörers produkter och påvisar produkter som både bekräftar, men också bryter mot dessa uppfattningar. Undersökningsresultatet visar även att det finns en brist i hur butiker och andra aktörer kommunicerar genom marknadsföringen eller spridandet av information och att denna brist medverkar till dessa förutfattade meningar. I en utställning i projektets avslutande del kunde besökarna själva interagera med frågan Vilken form har rättvis handel?. Detta syftade till att fortsätta väcka frågor samt att visa att frågan om rättvis handels visuella identitet är beroende av den kontext där den ställs.

A European option is a contract in which the seller of the option grants the buyer the right, but not the obligation, to purchase from or sell to the seller the underlying asset at pre-specified price at maturity date. Herewith the buyer should pay out a premium for the value of flexibility that he was granted. Such premium as the compensation to the seller was provides in close form by Black and Scholes (1973) and Merton (1973). Even since then the option pricing methodology, or otherwise known as ¡§contingent claim analysis¡¨ has found its application in many prospects. Otherwise known as the real option analysis first induced by Myers (1977) and the structure form model of the credit risk analysis first induced by Merton (1974). In the thesis, we consider the application of the optional pricing methodology to the rationality and valuation of penalty in a contract and extent the penalty to the money back guarantee. In the former, we provide the general form solution to illustrate the both parties all hold the right to default the contract, and prove the existence of the optimal penalty is a policy to protect the disadvantaged minority such as to make the trade contract to be fair. In the latter, we prove the suitable way to evaluate that the consumer buy a good and long a MBG is the call option but the put by reviewing the final cash flow of the replicated strategy and the put-call parity at firstly, and then we find out the better way to grant the consumer to return the good to the vendor is penalty if the good is normal and the utility function of the consumer is concave. In sum, we integrate the penalty and in the MBG with the contingent claim analysis in this thesis, we find out we can use the uncomplicated model to explain the real world. Herewith we consider the option pricing model as another methodology to illustrate the social environment.

Since the mid-2000s, the production of the pseudo-cereal quinoa (Chenopodium quinoa) for export has increased due to growing demand in the United States and Europe. To meet demand, many of those living in the Bolivian high plateau or altiplano have transitioned from traditional livelihood strategies to commercial quinoa production oriented at the international export market. The following looks at how Bolivians living in the community of Pampa Aullagas have adapted to commercial production by looking at three vignettes of different actors living in the community. Looking at traditional agropastoralists, teachers, and modern producers, this thesis seeks to understand the nuances and complexities associated with integration into the global export market. / text

The practicum explores 21st century retail design, with a specific focus on the emerging typology of guerilla retail. Through methodologies and performance theory from theatre, guerilla retail design is examined. The project was developed to explore a current disconnect that exists between producer and consumer. This disconnect has arisen out of a number of factors including, the geographical distance between producer and consumer and the lack of information provided to consumers about products. Ideas and theories from various forms of Guerilla theatre are examined to enhance the experience of the retail environment, creating a deeper emotional connection to the product, consumer, producer and act of shopping. A retail model is explored in three different sites to demonstrate the versatility. Through low construction cost, quick assembly and the strong impact of experience, this guerilla retail model aids these producers to survive in the midst of a globalized world.

The purpose of this research is to determine if a consumer’s demographics, perceived consumer effectiveness, and awareness of fair trade practices affect their level of hedonic and utilitarian motivations that ultimately influence their purchase intentions. Two separate studies were conducted: a focus group and a survey. Middle-aged and older respondents were more motivated to buy fair trade clothing by both hedonic and utilitarian motivations than younger respondents. Respondents with only some college or an Associate’s degree are more hedonically motivated than other education levels. Respondents with a high household income are more motivated by their hedonic and utilitarian motivations than respondents with a low income. Respondents with high PCE responded more to their hedonic and utilitarian motivations to buy fair trade clothing than consumers with low PCE. Respondents that see promotional campaigns for fair trade clothing are overall less motivated to buy fair trade clothing than respondents that do not. Respondents that feel that people could make fairer choices if they were aware of which companies had high ethical principles are overall more motivated than respondents that feel people could not. As a respondent’s buying intention grew, the respondent grew more motivated in both hedonic and utilitarian categories.

Konsumenterna har under de senaste åren blivit mer och mer medvetna. Till följd av detta har företagens CSR arbete både ökat och utvecklats. Idag är CSR ett brett och svårdefinierat begrepp enligt många forskare. För att hjälpa konsumenterna att hitta rätt har diverse märkningar vuxit fram vilka syftar till att certifiera de initiativ som tas. Fairtradecertifieringen vilken använts som plattform i denna studie är en av många mer eller mindre välkända märkningar vilka finns för konsumenterna att tillgå. Fairtradecertifieringens främsta syfte är att främja rättvis behandling och skapa bättre arbets- och levnadsvillkor för odlare och anställda i tredjevärldsländer. Dit vi som konsumenter nu börjat lyfta våra blickar. Vi konsumenter har börjat fråga oss vem som egentligen betalar priset för vår konsumtion? Båda inom forskning och i direkta rapporter från näringslivet visar konsumenterna starkt intresse för hållbart arbete och inte minst etisk handel. Dock har inte detta intresse visat lika stor effekt i hur konsumenterna faktiskt handlar. Forskningen säger att en möjlig förklaring till detta är ett informations- och kunskapsgap hos konsumenterna. Att de faktiskt inte vet varför de skall handla eller vad det innebär när de handlar hållbart. Vi ställde oss därmed frågan: Vilken betydelse har information för konsumentens gap mellan intention och handling vid köp av Fairtradecertifierade varor? Studien genomfördes utifrån en experimentell metod i kombination med en enkätundersökning, vilken syftade till att kartlägga studenternas uppfattning om Fairtradecertifieringen och undersöka huruvida det fanns ett samband mellan dessa och informationsperceptionen. Vi ensamställde informationsfaktorn i experimentet och fann att den inte har en ensam påverkan isolerad och som presenterad i experimentet. Däremot antydde resultaten att information har en effekt på konsumenternas uppfattning såväl som på köpbeslut. Studien visade även en stor spridning i uppfattning om Fairtradecertifieringen, där det bland annat indikerades en hög grad av trovärdighet samt att ett informationsbehov verkade existera.

The practicum explores 21st century retail design, with a specific focus on the emerging typology of guerilla retail. Through methodologies and performance theory from theatre, guerilla retail design is examined. The project was developed to explore a current disconnect that exists between producer and consumer. This disconnect has arisen out of a number of factors including, the geographical distance between producer and consumer and the lack of information provided to consumers about products. Ideas and theories from various forms of Guerilla theatre are examined to enhance the experience of the retail environment, creating a deeper emotional connection to the product, consumer, producer and act of shopping. A retail model is explored in three different sites to demonstrate the versatility. Through low construction cost, quick assembly and the strong impact of experience, this guerilla retail model aids these producers to survive in the midst of a globalized world.

Recognition of the world food crisis has increased popular and scholarly work on alternatives to corporatized agriculture. Among many alternatives, fair trade and food sovereignty are two movements that have received a substantial amount of attention. Scholarly work on these topics, however, has focused on larger-scale issues of policy, access and benefits accrued to producers and consumers within such alternative food systems. Producer-focused studies of fair trade--a broader certification system designed to ameliorate inequalities in the marketplace--have examined access to markets, producer benefits and fairness. Analyses of struggles for food sovereignty in the developing world--which are directed at producer control over agricultural systems--are focused on creating radical alternatives to neoliberal food systems. However, very little is known about the everyday agricultural and food production practices which farmers deploy as part of their involvement with these broader politics. Attempts to create secure livelihoods and food resources do not exist in a vacuum; they take place alongside other strategies for survival. This is a situation that is well illustrated by indigenous farmers living in self-declared autonomous communities in Chenalhó, Chiapas, Mexico, where, cultivating subsistence crops and cash crops represents an effort to advance a political agenda for indigenous autonomy and create secure sources of food and income. Based on research and fieldwork from 2010-2013, in this dissertation I examine how farmers who are linked up with broader networks (such as fair trade certification) understand and practice autonomy. Drawing on a feminist geopolitical approach, this research presents a `scaled-down' analysis of autonomy, fair trade certification and practices of food sovereignty which is focused on the experience of farmers in self-declared autonomous communities. This approach provides critical insight into the daily negotiations of farmers as they interact with a range of networks. / 2015-10-17

Les produits du commerce équitable existent depuis les années 60, et ils étaient alors commercialisés uniquement dans les magasins spécialisés. Mais sous l’impulsion de Max Havelaar, l’organisme de labellisation, les produits ont intégré le circuit de la grande distribution, afin de mieux les diffuser et développer les ventes. En France, cette association s’est concrétisée à la fin des années 90. On constate aujourd’hui que, les produits ont acquis plus de visibilité, mais les ventes sont mitigées. Afin de comprendre cette faible adhésion, notre recherche étudie la perception des consommateurs des produits du commerce équitable, et en évalue l’influence sur leur comportement d’achat. La théorie de catégorisation nous a permis de comprendre le processus de formation de la perception fondée sur les connaissances. Le croisement des travaux sur la responsabilité sociale des entreprises et la consommation socialement responsable a posé le cadre conceptuel du commerce équitable et de la consommation des produits. Une étude qualitative exploratoire a permis d’identifier les caractéristiques perçues des produits, et les variables qui influencent le comportement d’achat des consommateurs. Une étude quantitative menée auprès de 426 consommateurs a ensuite permis de valider les hypothèses. Ainsi, les caractéristiques éthiques des produits influencent l’achat des consommateurs, tandis que le caractère coûteux inhibe ce comportement. Ce sont ainsi les consommateurs socialement responsables qui sont les plus enclins à l’achat des produits. / Fair trade products have existed since the 60s, and they were sold only in specialty stores. Spurred by Max Havelaar, the labeling organism, the products have integrated large-scale distribution, in order to better spread them and increase sales. In France, this association has taken place in the late 90s. Nowadays, the products have gained more visibility, but the sales are mitigated. In order to understand this weak consumer acceptance, our research focuses on consumers’ perception of fair trade products, and assesses its influence on their purchasing behavior. Categorization theory allowed us to understand the perception formation process based on knowledge. To set up the conceptual framework of fair trade and the fair trade products consumption, we refer to researches on corporate social responsibility and on socially responsible consumption. An exploratory qualitative study has identified the perceived characteristics of products, and the variables influencing the purchasing behavior. A quantitative study conducted on 426 consumers was then used to validate the hypotheses. Results show that, the ethical characteristics of fair trade products influence the purchase behavior, while the price inhibits it. Thereby, socially responsible consumers are most likely to purchase fair trade products.

Shea butter production in West Africa has been dominated by women and Northern Ghana specifically is a leading global producer. This thesis explores women’s perceptions of power, control and agency in the Ojoba Women’s Fair Trade Co-operative in Upper East Ghana. I add to the literature on women’s experiences with and in fair trade. I examine how the shea industry and the co-operative provide a marketplace for women and a space for women to co-operate and resist power structures. I emphasize how the Western language of empowerment builds substantially from pre-existing women’s networks and labour sharing practices in the agricultural context. The thesis evaluates the factors within Ojoba that contribute to women’s empowerment. To be ‘empowered’ in Ojoba reflects a variety of understandings, experiences and locations. Indeed “women’s empowerment” may misrepresent how the women are capable of building a physical and social space of safety, debate and growth.