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

台灣雖為小島，但因所處的緯度與地形讓台灣擁有熱帶到寒帶氣候型態，得天獨厚的地理條件使台灣的水果多樣性豐富造就水果王國的美名。先天優勢加上發達的生技與種植技術，台灣理應具先進的農業發展，農民也有良好的生活條件。然而實際上許多尤其在山區或偏鄉的農民卻長期處於貧窮狀態，間接造成人口外移，生活條件不佳等問題。而主要原因是農民距離市場過遠，又不善於取得市場資訊，一直以來都依賴盤商將商品賣到市場，寡買甚至獨賣的情況下農民缺乏議價能力而一直面臨貧窮問題。為了增加收入便大量使用農藥與肥料，結果產量增加有限卻破壞土壤汙染環境，影響作物的品質，品質不佳，議價能力變弱形成惡性循環。 　　針對此一問題國際上經過數十年的調整，發展出了公平貿易原則。而國內也有許多農民或網路平台也開始採取產地直購的方式經營，希望藉此改善收入問題。本研究的個案卡維蘭也是其中之一，但相較於其他平台，卡維蘭除了讓利農民外更進一步希望能協助農民改善耕作技術與生活環境，當中隱含了公平貿易中的永續發展概念，因此本研究選擇卡維蘭作為研究對象，希望藉由探討國際的公平貿易發展，研究卡維蘭個案的發展情形，再考量台灣特有的環境後提出一個創新商業模式來解決上述問題。 為了實際了解個案的運作情形，除了訪談外，筆者更於2015~2016年間實際加入卡維蘭團隊經營達半年之久，以親身的經歷觀察與訪談資料進行研究分析，研究結果認為引進公平貿易精神是台灣農業轉型朝永續發展的必然趨勢，然而當前仍有眾多阻礙需要克服，卡維蘭的努力加上民眾對公平貿易與社會企業的意識逐漸升高，已為轉變帶來希望。 / With the unique geographical conditions, Taiwan has an ideal environment of cultivating various types of fruit. Moreover, with advanced biotechnology, Taiwan should have a highly developed agriculture which improved farmers’ living condition. Nevertheless, most of the farmers don’t possess the knowledge and skills of sales, therefore it’s hard for them to sell their product to the market. They have to rely on the wholesalers, which restricted the farmers’ bargaining power. Without the ability to earn enough money, lots of them are living in poor conditions. In order to raise the harvest, some farmers use too much fertilizer and pesticide at the stake of jeopardizing the environment, yet the production increase is limited. Such measure incurred unstable quality and decreased bargaining power, thus the farmers were trapped in vicious circles. 　　To solve similar problems, fair trade has been developed throughout the world over decades to help farmers achieve better trading conditions. In Taiwan, many farmers and internet platform have tried to sell crops directly on internet to make sure that the farmers get a fair price, our case company Kavilan is one of them. In addition, Kavilan not only offers the farmers a fair price but also tries to help them improve their farming skills and build a healthy environment. There are fair trade and sustainability idea in their business model. Therefore, Kavilan is chosen as the research target. By studying the international fair trade development and the case Kavilan considering the circumstances of Taiwan, this study try to create a new business model with the concept of fair trade and social entrepreneurship to solve these problems. 　　To understand how Kavilan works, this author had joined Kavilan for half year during 2015-2016 to collect first hand data and analyze its operations. After conducting an in-depth research, the result shows that the transformation of agriculture involving fair trade is necessary for sustainability. Although there is still a lot of challenge to be dealt with, the efforts of Kavilan and the rising awareness of fair trade and social enterprise in public have bring hope to the change of agricultural industry.

在推展全球化貿易下，面對市場逐漸開放之際，世界貿易組織為了減緩世界各國貿易自由化過程中所受到衝擊，允許會員國實施暫時性的保護措施，以矯正不公平貿易行為，其中又以反傾銷制度最為重要，為各國最常採用方式，但卻造成已開發國家如美國、歐盟過度濫用反傾銷措施，致過度保護本國產業。因此本研究以中國毛巾傾銷案作為研究對象，並運用美國國際貿易委員會所發展的COMPAS模型，來探討中國毛巾傾銷行為對我國毛巾產業之影響。除此之外，由於各國對於反傾銷稅的課徵是否過高頗有爭議，本研究因此進一步檢視我國在中國毛巾傾銷案中所課徵之反傾銷稅稅率是否過高？是否符合WTO反傾銷協定「公平貿易」之規範？若不符合，則在滿足「公平貿易」的前提下，其稅率訂定應該為何？ 由實證結果顯示，整體而言，傾銷對我國國內同類產品的產出、價格與收益，確實有負面的影響，國內市場佔有率則因受到低價傾銷進口品的替代，而呈現逐年下滑趨勢。在反傾銷稅課徵方面，在目前課徵稅率下（204.1％），確實可為國內廠商帶來正面的影響，然而本研究發現目前課徵稅率過高，而可能導致過度保護本國廠商，進而違反WTO「公平貿易」之規範。若將目前所課徵的稅率調降為符合「公平貿易」規範下之稅率（75.7％），其稅額會較採用傾銷差額課徵為低，不僅符合WTO 「較低稅率原則」，同時也可避免過度保護本國產業，對於整體社會福利之損失也較小。因此，本研究對政策的建議是反傾銷稅率訂定除了參考傾銷差率外，更須考量國內廠商之受損害程度，以課徵足以消除國內產業所受損害之稅率即可，來減少因稅賦所帶來之扭曲以及對國際貿易損害，而進一步傷害社會福利。 / At the same time of expanding global trade and increasing openness of the market, World Trade Organization (WTO) has been trying to decrease the impacts on Members during the process of liberalization and has permitted Members to practice temporary measures of protection and to correct unfair trade. Among these measures, anti-dumping is the most important and common one. However, it has abused by several developed countries, such as the USA and European Union (EU), which lead to over-protection of their domestic industries. Therefore, the research chooses the dumping case of Chinese towels as its subject and applies a model of Commercial Policy Analysis System (COMPAS) developed by United States International Trade Commission to evaluate the impacts on domestic towel industry due to import dumping from China. In addition, it is still controversial over the levels of antidumping duty to remain fair trade. Thus, the research will estimate further that if the rate of the present anti-dumping duty on the dumping case of Chinese towels is overrated or meets the principles of “fair trade” under WTO Anti-Dumping Agreement. Besides, if it is not, what is the rate should be to meet the principles of “fair trade” under WTO. The empirical results showed that dumping does have a negative impact on the price, output, and revenue of the domestic industry. The domestic market share has been decreasing year after year because of the substitute effect from dumped imports. As for imposing anti-dumping duty, the empirical results indicate that imposing anti-dumping duty under the present duty rate (204.1%) has a positive effect on domestic industry. However, according to the finding of this research, the present duty rate is too high. Overcharging of the anti-dumping duty could lead to over-protection of domestic industry and to further violation of the principles of “fair trade” under WTO. If the present duty rate can be reduced to meet the principles of “fair trade” (the rate is 75.7%), the tax will be less than the dumping margin. At the same time, it will conform to the“lesser duty rule”under WTO, avoid over-protection of domestic industry and contribute the minimum loss to the social welfare. Hence, this research suggests that the government imposing anti-dumping duty rate should refer to the dumping margin and evaluate the depth of injury to domestic firms. It should only impose an appropriate duty to remove the injury to domestic industry. It is significant to reduce the distortion of the tax and the injury to the international trade, and further harm of social welfare.

The thesis explores how European social movements have actively contested that there is no alternative to capitalism by constructing alternative trading practices in solidarity with marginalized peoples in the global South. The study adopts the example of the European Zapatista solidarity network (Redprozapa) to examine the nature of organizations involved in radical political practices. One organization Ya Basta-Milano is focused on to examine in detail the operation of, and challenges faced by, an autonomous political group that engages in solidarity trade. Solidarity and autonomy are the key conceptual themes, which the investigation revolves around. The research dwells upon the potential importance as well as the limitations of solidarity trade as an emerging form of constructive resistance. It concentrates upon the subject of autonomous spaces that embodies the physical and political context in which autonomous social movements promote their practices. It questions the contradictions met in this environment despite the romanticized idea promoted by some academic literature. Finally, it provides methodological insights about solidarity action research and personal implications of working with radical groups as an activist academic.

Within western societies the act of consumption is not merely concerned with satisfying basic human needs. Rather, consumption has become a source of leisure and self expression for the masses (Belk, 1988). This has meant that humankind’s wants have tended to outstrip the world’s finite resources available, leading to environmental damage, questionable farming practice and the widespread abuse of human labour. In response to these issues the phenomena of ethical consumption was born. Ethical consumption attempts to limit the environmental, human and animal costs of our spending via the favouring of products that are deemed to be for the betterment of wider society. At face value ethical consumption has been hugely successful in terms of market share, with sales of products stressing their ethical credentials having grown rapidly in recent years (Cooperative Bank 2011). However, despite this success, ethically branded products still represent a minority of purchases (Thøgersen, 2006). Psychological research exploring the reasons why consumers purchase ethically is dominated by papers focusing upon consumers’ attitudes, values and intentions (Andorfer & Liebe, 2012, Milfont & Duckitt, 2004). However, consumers’ attitudes do not always mirror actual spending (Auger, Burke, Devinney & Louviere., 2003; Auger & Devinney, 2007). Whilst one third of consumers describe themselves as being ethical spenders, only 1-3% of products purchased are Fair Trade certified (Cowe & Williams, 2000). The divergence between attitude and behaviour has been referred to as the ‘ethical purchasing gap’ (Andorfer & Liebe, 2012, Clayton & Brook, 2005). One factor that may be partially responsible for the divergence between purchase intention and actual behaviours is self-regulatory fatigue (ego depletion). Chapter one of the thesis presents the argument for ethical spending being affected by, amongst other things, our ability to suppress our impulsive desires via a process known as self-regulation (Bagozzi, 1992; Baumeister, 2002; Baumeister & Vohs, 2007). According to the self-regulatory fatigue literature, self-control requires the expenditure of blood glucose (Gailliot, 2008, Inzlicht & Gutsell, 2007). However, the available level of blood glucose temporarily diminishes with continued use of the self-regulatory system. In response to the lower availability of blood glucose, individuals begin to limit all non-essential cognitive expenditure, including further acts of self-regulation. Individuals who have exhausted their capacity for self control are said to be ego depleted or in a state of self-regulatory fatigue (Baumeister & Heatherton, 1996; Hofmann. Friese & Strack, 2009; Muraven & Baumeister, 2000) Chapter one argues that self-regulatory fatigue may restrict an individual’s capacity to consider the social and long-term impacts of their spending to resist the temptation of cheap consumer goods. As a result, it is predicted that ethical spending may be negatively affected by self-regulation fatigue. Following this theoretical foundation, Chapter two presents the methodological rationale for the research project that set out to test various aspects of this foundational hypothesis. Chapter three presents the findings of the first empirical study. The purpose of the study was to use open-ended questionnaires to explore the principles that guided participants’ spending, as well gaining an insight into instances where there was a discrepancy between spending and principle. The study is included within the thesis primarily to show the genesis of the research agenda. The study indicated that consumers within the sample were primarily concerned with traditional forms of ethical consumption, namely environmental, human and animal welfare concerns. Participants justified non-principled purchasing as being a result of financial consideration or impulsive urge. It was thus decided to explore the possibility that self-regulation fatigue may have a potentially negative impact upon ethical spending, due to its known relationship with impulsive spending (Vohs & Faber, 2007). Chapter four explores the effects of self-regulation fatigue upon socially-minded economic behaviour within the controlled setting of a social dilemma game. Ethical consumption can be considered to be a prime example of a ‘social dilemma’ in the sense that decisions relating to whether or not to consume ethically involve a direct conflict between an individual’s short term interests (e.g. to save money) and the collective interests of wider society (Gattig & Hendrickx, 2007; Milfont & Gouveiac, 2006). Therefore it was decided to measure the effects of self-regulatory fatigue within an experimental social dilemma task. The task used was based upon the forest game, which was first outlined by Sheldon and McGregor (2000), with the white bear thought suppression task (Wegner, Schneider, Carter, & White, 1987) being utilised to manipulate self-regulatory fatigue. The results revealed a clear divergence in behaviour within the game as a function of the manipulation of self-regulatory fatigue, with non-depleted groups sustaining the central resource longer than their depleted counterparts. Chapter five builds on the findings of chapter four through an exploration of the relationship between ego depletion and participants’ willingness to pay for ethical goods. The study utilised a discrete choice measure in order to measure participant’s willingness to pay for ethical goods. The findings did not show a significant effect of self-regulatory fatigue on the willingness to pay for ethical goods. However a potential explanation for this result was the fact that the decision-making processes involved in this study were less arduous than those required within a real-life shopping environment (or, for that matter, than the decisions required in the forest game reported in chapter four). It is possible that the complexity of the choice presented may have been insufficient for the decision to be negatively affected by self-regulatory fatigue. The study is thus included in order to illustrate the importance of utilising more realistic measures of spending that incorporate more of the complexity of decision-making required in real-world contexts. Chapter six presents four separate experiments exploring the relationship between self-regulatory fatigue and ethical spending. The first study utilised an online supermarket simulation and asked participants to go shopping for one week’s worth of groceries after either completing, or not completing, the white bear thought suppression task. The simulated supermarket allowed participants to select from a range of over 1900 products. The pattern of results indicated that participants in a state of self-regulatory fatigue spent significantly less on ethically branded products than their non-depleted counterparts. However, this was only true for individuals with a high food budget. Those with a low budget were not significantly affected, presumably due to having relatively little flexibility in terms of product choice and/or having established shopping habits focusing upon value. The second study in chapter six explored the ways in which social appeals interact with self-regulatory fatigue. Participants were presented with an attention control task before reading either an article praising students for their ethical behaviours or a control article. Participants were then asked to “go shopping” within the online store. Results once again indicated that self-regulatory fatigue reduced spending on ethically branded goods. However, contrary to predictions, the social appeal had no significant effect on levels of ethical spending either as a main effect or in interaction with self-regulatory fatigue.

Face aux effets néfastes de la croissance économique mondiale, la société civile réclame un autre développement, qui a été dénommé "développement durable" et défini dans le rapport Brundtland de 1987. Engagée dans l'Agenda 21, la France s'efforce d'adopter des textes législatifs et réglementaires pour promouvoir le développement durable. La charte de l'environnement de 2004 a été intégrée dans le préambule de la Constitution de 1958, conférant au développement durable un statut d'objectif à valeur constitutionnelle. Par l'article 60 de la loi du 2 août 2005, le commerce équitable s'inscrit dans la stratégie nationale de développement durable. Mais, aucune définition du commerce équitable ne figure dans cet article. Actuellement, les acteurs économiques pratiquent leur propre équité pour mettre en œuvre les conditions du commerce équitable. Celles-ci sont notamment le commerce avec les petits producteurs des pays du Sud, une production respectant l'environnement, le paiement d'un juste prix, ainsi que l'attribution de bénéfices sociaux aux producteurs et à leur famille. Les acteurs économiques établissent des attestations de qualité pour garantir aux consommateurs le respect de ces principes. D'un point de vue juridique, des questions se posent du fait que ces attestations ne sont ni initiées ni validées par les pouvoirs publics en France ou à l'étranger. La fiabilité de ces pratiques menace l'ordre juridique lorsque leur véracité ne peut pas être vérifiée. L'intervention de l'État est indispensable pour légiférer sur l'équité en question. Néanmoins, un État ne représente que l'intérêt de son peuple sans pouvoir faire d'ingérence dans les affaires d'un autre État souverain, alors que la législation du commerce équitable implique une gouvernance des relations commerciales entre les acteurs économiques des pays du Nord avec les petits producteurs des pays du Sud. En conséquence, il va falloir trouver un nouveau mode de gouvernance pour réguler le commerce équitable. M. Pascal LAMY appelle cette nouvelle gouvernance "gouvernance alternationale". Pour la réaliser, la participation de la société civile à côté de celle des pouvoirs publics est nécessaire. / Social society claims for the sustainable development against the nefas effect of the world economic growth. In 1987, the sustainable development is, officially, announced in the Brundtland report. Engaged by the Agenda 21, France gets to promote the sustainable development by creating laws and government acts. Indeed, the environmental Charter year 2004 is integrated into the preamble of the French Constitution year 1958. The sustainable development is considered as a goal within constitutional value. With article 60 of the law released on 2nd of august 2005, fair trade is registered as the national strategy for the sustainable development. Without any legal definition on fair trade, the economic actors introduce their own equity to run the fair trade conditions. They are for example practice of fair trade with the disadvantage farmers or producers in South, payment of fair price, social welfare respect and environmental respect. Some main economic actors run the quality acknowledgement as the proof of compliance with the fair trade conditions. Actually the quality acknowledgement doesn't get approved by France or any governments in the world. Lack of the juridical instruments to verify the reality of fair trade quality becomes a danger for the juridical order. The government intervention is required to set up the order for fair trade practices. But, an independent government represents, legally and only, their own citizens. Or, the legislation on fair trade needs the management of the trade operated between the economic actors in North and the small producers in South. That's a reason of seeking a new model of governance to regulate fair trade. Mr. Pascal LAMY calls for the alternational governance which needs the participation of the social society among the governments.

Cette thèse étudie le rôle de la critique dans la construction sociale des marchés. Le commerce équitable, et plus précisément la mode éthique, sont analysés comme cas extrêmes d’incertitude morale pesant sur l’organisation des marchés. Au travers d’une analyse qualitative de données secondaires, d’observations, d’entretiens et d’objets, cette recherche suit les acteurs dans les controverses qui performent le marché de la mode éthique. Inspirée par la sociologie pragmatique, elle éclaire les cadrages, recadrages et débordements qui solidifient ou déstabilisent les compromis portant sur la valeur des biens et sur les règles de l’échange. À l’origine, le cadre du vêtement équitable valorise l’artisanat, les conditions de production et les principes du commerce équitable. Puis, au début des années 2000, l’émergence de marques spécialisées contribue à recadrer le vêtement équitable en article de mode éthique. Enfin, à partir de la fin des années 2000, des marques de mode conventionnelle suscitent des controverses en se lançant, à leur tour, dans la mode éthique. Plus précisément, cette thèse analyse le travail d’un professionnel chargé d’organiser le marché, l’Ethical Fashion Show, le salon de la mode éthique. Cette recherche vise trois contributions. D’abord, elle propose la notion d’entreprise de marché pour décrire l’activité consistant à faire tenir dans un même cadre le marché et la critique. Ensuite, elle éclaire la notion de performativité de l’économie en soulignant les multiples manières par lesquelles la critique ré-agence les marchés. Enfin, elle met en lumière les dimensions matérielles et spatiales de la construction sociale des marchés au travers de l’étude de dispositifs de qualification, de disqualification et d’emprise. / This dissertation studies the role of criticism in the social construction of markets. Fair Trade, and especially ethical fashion, are analyzed as extreme cases of moral uncertainty related to the organization of markets. The qualitative analysis of secondary data, observations, interviews, and artefacts enables us to follow the actors through perfomative controversies. Inspired by French pragmatic sociology (Boltanski, Callon, Latour), this research highlights the process of framing, reframing and overframing that makes the compromises on values and market rules more or less stable. Historically, the frame of fair clothes values the production process of goods. Then, in the 2000’s, the emergence of pure players contributes to reframe fair clothes to fashion goods. Finally, at the end of the 2000’s, conventional brands of the fashion market raise controversies by involving in the ethical fashion markets. More precisely, this research studies the endeavour of the Ethical Fashion Show to organize the market. It aims at making three contributions. First, it proposes the notion of market entre-preneurship to describe the activity consisting in making compromises between market and its criticisms. Second, it highlights the notion of economic performativity by clarifying the multiple ways that criticisms shape market agencements. Third, it sheds light on the material and spatial dimensions of the social construction of markets by analyzing devices of qualification, disqualification and control.

Le commerce équitable (CE) a connu une forte croissance depuis les années 90. Malgré ce succès, leCE fait l'objet de différentes critiques, notamment concernant sa proximité avec les grands groupesagroalimentaires et la grande distribution. Ce rapprochement caractérise, pour certains, une perte desvaleurs éthiques du CE qui intégrerait des valeurs capitalistes. Or, le CE s'est construit en réaction à cesvaleurs capitalistes. La littérature est importante concernant ces tensions au Nord mais au Sud il estgénéralement question de l'impact du CE sur les producteurs.Nous proposons dans ce travail de nous interroger sur les tensions pouvant exister dans le systèmeCE au Sud, avec une entrée par les coopératives certifiées. Au cours de trois séries d'enquêtes auprès descoopératives de café certifiées par FLO au Costa Rica, nous avons réunis des données quantitatives etqualitatives. A travers le champ de l'économie des conventions, nous montrons que les coopérativescertifiées(i) s'inscrivent dans des mondes différents avec une forte disparité concernant lesmondes civique (collectif) et domestique (traditionnel),(ii) présentent des conventions d'effort très différenciées.Ces éléments expliquent un engagement hétérogène des coopératives dans le commerce équitable :certaines se certifient en portant des croyances fortes sur un lien plus rapproché entre producteurs etconsommateurs quand d'autres ne voient dans le CE qu'une opportunité marketing. Les valeurs marchandessont cependant communes à toutes les coopératives. Nous achevons notre travail en proposant des élémentsde réflexions quant au compromis qui semble s'être créé autour du monde marchand dans le système CE.Ce compromis remet en cause le contrat moral passé dans le cadre du CE entre consommateurs etproducteurs et interroge fortement sur l'avenir du CE. / Fair trade (FT) has known a strong growth since the 1990's. In spite of its success, FT is the objectof different criticisms, notably concerning its closeness with big companies and supermarket distribution.This proximity characterizes, for some people, a loss of the ethical values and an integration of capitalistvalues: the problem is that FT was built in reaction to these capitalist functioning. Literature is importantconcerning these tensions in the North, whereas in the South it is generally a matter of the impact of FT on producers.The purpose of this research is to analyze the tensions that can exist in the FT system in the South,with an entrance by the certified cooperatives. In the course of three series of inquiries about the coffeecooperatives certified by FLO in Costa Rica, we collected quantitative and qualitative data. Across the field of the conventions economy, we show that the certified cooperatives:(i) register in the different worlds with a strong difference concerning the worlds civic(collective) and (traditional) servant,(ii) have very differentiated effort conventions.These elements explain a heterogeneous commitment of cooperatives in FT: some people certify bycarrying strong beliefs in a closer link between producers and consumers when others see a marketingopportunity. We finish our thesis by offering thinking elements about the moral contract passed as part ofthe IT between consumers and producers, and deeply questioning the future of FT.

Trading processes are occurring every day in all industries, and people within these processes are constantly faced with inequalities due to different power structures and opportunities. In particularly, the coffee industry is one industry that is affected by these trading differences. The purpose of this thesis is to examine two different trading concepts within the coffee industry; blockchain and direct trade, and how these are affecting the livelihood of the coffee farmers. This thesis was analysed from consumer’s and supplier’s perspective, which correspond to blockchain and direct trade respectively. Further, through a deductive qualitative research we gathered empirical findings which prove that farmers of developing countries such as Ethiopia and Guatemala can better off through a transparent and essential relationship, which either concept provides. Particularly, while blockchain encourages ethical customer to channel its purchasing power to the farmer, in order to improve their livelihood, a direct trade relationship between farmer and the buyer provides a personal connection in a vision to thrive together.

Consumers demand for sustainable and ethical products; products that protect the environment as well protect the well-being of workers in every way. Ethical products are a part of sustainability development where companies are obliged to follow guidelines and provide workers with good daily wages and various possibilities to enhance their life. The thesis focuses on ethical consumption and specifically takes a closer look at fair-trade tea. Fair-trade products are produced in a fair way and follow strict guidelines to make sure every worker is cared and provided a respectful life. Due to increase of sustainable products in the market, consumers have become largely aware of the consequences caused by products to the environment. However, when it comes to ethical products, consumers have a disbelief towards unfair situations workers experience. Some consumers believe labor malpractices are often exaggerated and some consumers believe that the victim actually deserves the situation. Even though some consumers would like to contribute, others tend to turn away with a thought that their purchase would not make any significant difference which leads them to not purchase fair- trade products. The thesis explores how and what factors influence such consumers’ minds, with the focus to increase PCE - Perceived Consumer Effectiveness (consumer’s belief that their purchase contributes to a positive outcome). The thesis further examines if PCE directly influences purchase intentions if Belief in Just World and empowering statements influence PCE. Results show that high belief in Just World negatively influences Perceived Consumer Effectiveness. Empowering statements increase awareness on ethical issues and decreases skepticism towards ethical products. The thesis contributes to the theory of PCE and in-store marketing techniques. Triggering PCE at the stores during the point of purchase influences consumers intentions to buy a certain product.