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Alongside exponential rises in global prices for gold, there has been a concurrent rise in the geographical scope of the artisanal and small-scale mining (ASM) sector. This poverty-driven activity has been associated with elevated levels of environmental degradation, a high degree of informality, poor health and safety practices and below market prices for their gold. Despite these putatively conceived problems, there has been a historical and widespread failure by policy makers to significantly improve thesocio-economic and environmental conditions facing ASM’s operators. Recently, however, there has been a noticeable shift in the ways in which the governance of the sector is enacted. This thesis critically analyses the emergence of one such example, namely the Fairtrade Labelling Organistion and the Alliance for Responsible Mining’s dual launch of ‘Fairtrade’ and ‘Fairmined’ (FT/FM) certified gold. Inspired by the past successes for the movement in a range of agrifood products and grounded in the discourse of ‘fairness’, its application to ASM promises better prices in exchange for the fulfilment of standards relating to environmental stewardship,a commitment to democratic structures and responsible mining practices. Following the experiences of Fairtrade gold in nine pilot projects in Latin America, its expansion into gold producing countries in sub-Saharan African countries seems inevitable. However, there has been a lack of academic research into its efficacy, a gap that this thesis fills by examining the potential of both the discursive and material ways that Fairtrade and Fairmined gold may operate in Tanzania. It is revealed that ASM operators are negatively represented by conventional thinking as variously criminal, irresponsible and irrational. Against this background, it is argued that the intervention of FT/FM gold can be read through an environmental and social justice framework, one that presents a counter-narrative of ASM as a valued livelihood strategy marked by environmental responsibility. The struggles for greater recognition and more equitable distribution for ASM operators are premised, most critically on a movetowards a new, ‘fair’ way of mining. Building upon a critical examination of the politics of these discursiveconstructs, the thesis presents a critical examination of ‘fairness’ in practice through a case study. Indeed, a private company, African Precious Metals (APM), has constructed four ‘Fair Trade Gold Centres’ that offer ASM operators in the Mwanza and Shinyanga regions of Tanzania a new means of selling gold. Ideologically separate to the FT/FM model outlined above, their presence in local marketing arrangements for ASM gold has served to obscure the way that ‘fairness’ is conceptualised by ASM operators in the area. Moreover, their substantive failure in policy terms, allied to their close rhetorical association with FT/FM, has served to damage the moral ballast of ‘fairness’ found in the ‘Fairtrade’ gold discourse. Through the critical analysis of life histories narrated by ASM operators in Tanzania, this thesis reveals that there is a substantive gap between the ways in which ‘fairness’ in discursively conceptualised and how it is practically realised. Notable findings that compromise FT/FM’s potential efficacy include the fact that the ‘Fair Trade’ price is significantly lower than local market conditions and that, in the light of their historical failure, there is a deeply-rooted mistrust of development intervention more broadly. In struggling for a ‘fair’ future for ASM’s operators, the Fairtrade movement must also remain careful to avoid the paternalism that has defined erstwhile ASM policy that has promoted partnership.

The aim of this thesis is to examine the properties of the municipalities in Sweden that influence the choice of being a certified Fairtrade city. The independent variables which are used in the statistical analysis are municipal governance, local tax rate, whether there is an university and/or university college in the municipality, average income and higher education in the municipality. The variables are examined by logistic regression. Since there are no statistical data on ethical procurement, this exogenous variable isn’t included in the regression. Through interviews with representatives of municipalities in Sweden with and without Fairtrade city certification and logistic regression we have been able to reach a result. The interviews gave an insight in how a municipality in reality acts when it comes to the certification Fairtrade city. The result of the statistical analysis is that a larger proportion with higher education in the population, having university and/or university college in the municipality and a Leftist majority (Social Democrats, Environmental Party and Left Party) on the Municipality Council increase the probability that a municipality is a certificated Fair trade city. / Uppsatsens syfte är att undersöka vilka egenskaper hos kommuner i Sverige som kan påverka valet av att vara en diplomerad Fairtrade city. De oberoende variabler som används i den statistiska analysen, är kommunens politiska styre, kommunalskattesats, om det finns universitet och/eller högskola i kommunen, medelinkomst samt eftergymnasial utbildning inom kommunen. Variablerna undersöks med logistisk regression. Etisk offentlig upphandling finns ingen statistisk data över, därför är denna exogena variabel inte med i studiens logistiska regressionsmodell. Med hjälp av intervjuer med kommuner i Sverige som har diplomeringen respektive inte har den, har vi haft möjlighet att komplettera vårt resultat från den logistiska regressions analysen. Intervjuerna gav en insikt i hur en kommun i verkligheten ställer sig kring diplomeringen Fairtrade city. Resultat visar sannolikheten att en kommun är Fairtrade city är större ju högre andel av befolkningen som har eftergymnasial utbildning; om kommunen har universitet och/eller högskola och om den har ett vänsterstyre.

El objetivo general de la investigación fue demostrar que la gestión gerencial ineficaz contribuyó a la pérdida de la certificación Fairtrade por la Asociación de Recolectores Orgánicos de la Nuez Amazónica del Perú perteneciente al departamento de Madre de Dios en el año 2011. Se ha utilizado el método cualitativo. Entre los resultados más importantes resaltan que el uso y control inadecuado de los ingresos económicos generó una disminución de los recursos económicos y endeudamiento de la Asociación de Recolectores Orgánicos de la Nuez Amazónica del Perú, que el control inadecuado de la trazabilidad no generó un incumplimiento de los acuerdos comerciales de la Asociación de Recolectores Orgánicos de la Nuez Amazónica del Perú, que la implementación de prácticas de producción inadecuadas no generó un impacto ambiental en el área de amortiguamiento donde se desarrolla la Asociación de Recolectores Orgánicos de la Nuez Amazónica del Perú, que la dependencia económica y gerencial de aliados estratégicos generó la toma de decisiones inadecuadas de la Asociación de Recolectores Orgánicos de la Nuez Amazónica del Perú, que las inadecuadas condiciones laborales contribuyeron a la disminución de la participación de los miembros de la Asociación de Recolectores Orgánicos de la Nuez Amazónica del Perú en las Asambleas Generales y negociaciones. Como conclusión, la gestión gerencial ineficaz influyó significativamente en la pérdida de la certificación Fairtrade por la Asociación de Recolectores Orgánicos de la Nuez Amazónica del Perú perteneciente al departamento de Madre de Dios.The overall objective of the research was to demonstrate that the ineffective management practices contributed to the loss of the Fairtrade certification by the Association of Peruvian Organic Amazonian Nut Collectors from the department of Madre de Dios in 2011. The qualitative method has been used. Among the most important results, it involves that the use and inadequate control of incomes led to a decline of the financial resources and generated debts in the Association of Peruvian Organic Amazonian Nut Collectors, that inadequate traceability control did not generate a breach of the trade agreements of the Association of Peruvian Organic Amazonian Nut Collectors, the implementation of inadequate production practices did not generate an environmental impact in the buffer zone where the Association of Peruvian Organic Amazonian Nut Collectors performs, the economic and managerial dependence on strategic partners led to take wrong decisions by the Association of Peruvian Organic Amazonian Nut Collectors, that inadequate working conditions contributed to a decline in the participation of members in the General Assembly and negotiations of the Association of Peruvian Organic Amazonian Nut Collectors. In conclusion, ineffective management practices by the Association of Collectors Organic Nut Amazonian Peru influenced significantly in the loss of its Fairtrade certification.

Fairtrade is a relatively young brand on the Czech market that is really interesting by its nature. The mark does not seek preferentially to maximize profits from the sale, but is interested in the ethical conduct of production of the goods in developing countries and fair rewarding today often disadvantaged workers and farmers. The aim of my thesis is to analyze the Fairtrade mark on the Czech market and to reveal the brand perception by consumers based on my own research. The theoretical part is concerned with the meaning of a brand, its features, brand equity and also describes the historical development of the mark Fairtrade. In the practical part I concentrate on the real analysis of the Fairtrade and based on the results from my research I find out the overall brand image in the minds of consumers. In conclusion based on the obtained results I try to formulate appropriate recommendations, which could help the mark in the future to improve the image and the market position.

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Background - The concept of fair trade is not recent following the academic literature as it has been around for many years. The connection between fair trade and how it impacts consumers purchase behaviour however is still unclear. Purpose - The purpose of this study is to expand understanding on the relationship between fair trade and the consumer purchase process. Design/methodology/approach - The four stage AIDA model has been selected to examine fair trade in consumer purchase behaviour. Furthermore the study has been quantitative and a questionnaire was used gathering 140 respondents. Findings - A clear correlation between the different AIDA stages were established and the influence of fair trade on the purchasing behaviour was somewhat explored. Despite no proven hypotheses, many respondents still agreed with the fair trade statements tested showing strong awareness and consideration towards the topic. The most notable facets included social and environmental factors. In addition it was established that even though labour rights are discussed regularly in media, no significant influence could be observed in any of the AIDA purchase stages. Research limitations/implications -The limitations of the study were the geographical constraints testing only one university in Sweden. This meant that the respondents did not come from different cultures and countries, potentially affecting the discussed results. In addition, should the study have been qualitative different insights may have been established. Practical implications -The results from this study is useful for Non Government Organisations (NGOs) that are trying to shift consumer behaviour towards considering more ethical aspects when purchasing clothes. Marketers may also benefit from this study knowing what stages of the decision making process are considered by consumers in respect of fair trade. Originality/value -This study is unique as it combines the fair trade concept with the AIDA model which has not yet been done. In addition it contributes to previous knowledge and research on fair trade connected to the purchase behaviour.

The main aim of thesis is evaluate the current situation of Fairtrade in the Czech market and suggest the possibility of its further development. Another aim is to determine to what extent the purchase of fairtrade products for targeted customers. The principal part of the thesis is marketing research. The findings are presented suggestions and recommendations that can benefit Fairtrade oganizations.

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